In Plain English

Conversion APIs, or CAPIs, are not a new technology, but they’re picking up in popularity. Here’s what they are and how you can use them to alleviate signal loss and utilize real purchase data to measure campaign effectiveness.

Pairing first-party purchase data with Connected TV (CTV) advertising offers marketers a game-changing advantage in precision targeting and sales attribution. By leveraging verified purchases and persistent identifiers like email addresses, brands can streamline the path to purchase, unify measurement methodologies, and gain deep insights into consumer behavior—all critical in today's dynamic digital landscape.

In the rapidly expanding landscape of commerce data providers and retail media networks, discerning marketers must ask crucial questions to ensure they partner with the most reliable sources. Here are five key inquiries to evaluate data quality, sourcing methodology, and the potential for robust targeting strategies, ultimately emphasizing the importance of transparency and deterministic methods in maximizing the value of data-driven campaigns.

It's worth diving into the complexities of campaign measurement methodologies, particularly focusing on sales attribution and sales incrementality. While sales attribution provides insights into individual marketing channels' performance, sales incrementality assesses the direct impact of advertising on sales. The integration of both methodologies offers marketers a more comprehensive understanding of advertising effectiveness, aiding in strategic decision-making and optimization efforts.