Amperity, a customer data platform, has launched a new ad measurement tool that aims to provide brands with a comprehensive understanding of their digital advertising campaigns' impact on both online and offline sales.

The tool is designed to give marketers the ability to optimise advertising budgets daily to maximise return on ad spend (ROAS). The aim is to address the challenge of timely reporting in digital advertising, a significant issue due to the time it takes to consolidate online and offline sales data and trace sales back to a campaign.

The tool also enables brands to send fresh offline signals to ad platforms like Google and TikTok to refine their targeting algorithms for a given campaign.

The new tool integrates with conversion APIs for ad platforms like The Trade Desk, Meta, and TikTok, allowing brands to visualise ad performance across offline and online transactions in one platform. Key benefits of Amperity’s new media measurement tools include Offline Conversion APIs, Segment Comparison Dashboard, Ad Performance Dashboard, and Native UID 2.0 Integration for direct audience activation.

“For too long, brands have been held back by the limitations of legacy technology and the opacity of the advertising ecosystem," head of media and adtech solutions at Amperity, Peter Ibarra, stated. "Amperity’s media measurement tools remove these barriers by giving digital marketers the freedom to make bold, data-driven decisions that redefine how they approach and invest in their advertising strategy.”

The launch also comes off the back of a suite of direct connections to ad platforms last year to reduce activation times from weeks to hours. This allowed businesses to bypass legacy onboarding solutions and automate audience uploads to keep ad platforms up-to-date with where customers were in their journeys.

“The simplicity of turning something into a UID 2.0 on the Amperity platform and being able to bid on that appended ID across various channels, from display and mobile to streaming audio and CTV, provides a tremendous opportunity for brands," Vice president of data partnerships at The Trade Desk, Jay Goebel, said.

Amperity's client roster includes Accent Group in Australia and global brands such as Ted Baker, Nine West, and David Beckham.

Mandie Craig, director of paid media at Wyndham Hotels & Resorts, said the imminent deprecation of cookies left the group constantly on the lookout for new tools that help it to better understand guests and empower its media strategy.

"That's why we're excited to get access to Amperity's new media measurement tools. The visibility this will provide into our first-party audiences will be invaluable," she said.