Cint, a global software leader in digital insights gathering, and Zappi, the ad and innovation testing platform built by brands for brands, have won the I-COM 2021 Data Creativity Award. They won in the Programmatic Category for their advertising effectiveness measurement solution that combines the power of “Connect by Cint,” which connects digital interactions with real-time surveying, and the Zappi Ad Pulse platform, a brand and digital ad measurement tool. As third-party cookies phase out, this solution is essential in helping marketers and planners determine the effectiveness of a campaign and optimize in-flight against brand metrics,
“Marketers and brands need forward-thinking solutions that allow them to continue to explore audience segments in-depth and boost advertising effectiveness in real-time without relying on third-party cookies,” said Ernie Collings, Vice President of Digital at Zappi. “This winning solution uses two innovations – with Cint’s proprietary, purpose-built technology powering Zappi’s digital ad measurement solution. The result is a creative method for tracking, finding and retargeting respondents to garner actionable insights that will directly advise marketing spends.”
With this partnership, Zappi has not only tapped into Connect by Cint as a new way to power digital ad measurement but is also linked to Cint’s Insight Exchange, the world’s largest consumer network for digital market research. Data points of Cint’s deeply profiled respondents can be connected for greater understanding at scale, matching respondent profiles against audiences exposed to advertisements, websites or any online content. With this approach, they can deploy on-the-fly surveys to measure campaign effectiveness, among other key benefits such as cross-platform testing.
“This partnership really showcases how companies can use Connect by Cint to navigate the new cookie-less reality,” said Heather Hughes, Vice President of Connected Data for Cint. “Together with Zappi, this solution provides a new way to approach critical activities, such as ad tracking, by connecting digital interactions with real-time surveying.”
The I-COM award nomination “Connect by Cint powers Zappi Ad Pulse” was selected as the winner of the award for its unique application of data in the media planning and audience targeting innovation space. The success of the solution in helping companies navigate the new cookie-less reality and continue to seamlessly conduct consumer testing through all stages of advertising, were also contributing factors in selection for the award.
Check Out The New Martech Cube Podcast. For more such updates, follow us on Google News Martech News