AdTheorent, Inc., a digital advertising leader using advanced machine learning technology and solutions to deliver real-world value for advertisers and marketers, today announced it has been named a winner in the 2021 BIG Innovation Awards presented by the Business Intelligence Group. This is AdTheorent’s third consecutive year winning the BIG Innovation Awards, with the 2021 award recognizing AdTheorent’s innovative “Full-Funnel Predictive Targeting Capabilities.”
So-called “full-funnel” advertising campaigns employ both brand and performance marketing in order to derive the benefits of each. AdTheorent is a pioneer of full-funnel advertising, combining elegant and creative upper-funnel tactics (brand marketing) with lower-funnel campaign strategies and goals (performance marketing). The combined effect is an expanded audience opportunity and access to valuable campaign data which can be used to inform lower-funnel machine learning engagement models, delivering superior results.
“Highly effective digital advertising campaigns utilize upper-funnel awareness engagement to drive lower-funnel actions. AdTheorent’s advanced machine learning and predictive advertising platform use custom ML models fueled with non-sensitive campaign data to identify and reach consumers with the highest likelihood of completing outcomes specific to each stage of the conversion funnel,” said Jim Lawson, CEO of AdTheorent. “Our team is proud to be recognized for our innovation and outstanding achievements utilizing Full-Funnel Predictive Targeting and we thank the judges of the BIG Innovation Awards for this recognition.”
“More than ever, the global society relies on innovation to connect consumers with products, services, and resources which make lives more productive, healthy and comfortable,” said Maria Jimenez, chief operating officer of the Business Intelligence Group. “We are thrilled to be honoring AdTheorent as they are one of the organizations leading this charge in the field of machine-learning powered advertising.”
Organizations from across the globe submitted their recent innovations for consideration in the BIG Innovation Awards. Nominations were then judged by a select group of business leaders and executives who volunteer their time and expertise to score submissions.