NEW YORK, May 28, 2020 / PRNewswire / – AdTheorent, Inc., a leader in digital advertising using advanced machine learning technology and solutions to deliver real value to advertisers, today announced a partnership with SmartCommerce, a provider of the only path to purchase designed and optimized for the unique needs of the CPG category. Using SmartCommerce Click2Cart® Solution, AdTheorent enables digital advertising functionality that allows consumers to seamlessly add products to retailer carts, which helps fight cart abandonment and increases conversion rates for CPG brands. AdTheorent’s machine learning and data science capabilities identify which consumers are most likely to engage with a given digital ad, and the Click2Cart feature makes it easy for those consumers to convert.
The current landscape
E-commerce represents a huge opportunity for CPG brands as online spend is growing rapidly and will account for over 6% of overall spend by 2021 (over 60 billion dollars).1 Given the COVID-19 pandemic, e-commerce is growing exponentially – online sales of CPG products increased 56% for the week ending April 18.2. However, nearly 90% of consumers abandon before the cart when using traditional multi-click shopping paths,3 resulting in lost revenue for the CPG brands.
To identify and reach marketplace CPG buyers, AdTheorent’s data science team creates custom machine learning models that are deployed to AdTheorent’s platform for execution. AdTheorent models can also leverage brand-specific metrics (demographics, psychography, etc.) as well as geolocation or other targeting metrics. AdTheorent predictive targeting drives results by reaching consumers most likely to purchase a CPG product. After AdTheorent’s ML platform serves the ad, the consumer can simply click on the ad to place the advertised product in the retailer’s cart. Beyond the typical “where to buy” buttons and multi-click purchase paths, this feature reduces trade friction by enabling one-click conversion. SmartCommerce is integrated with all major online retailers including Amazon, Target, Instacart, Costco, CVS, Walmart, Walgreens, and many more.
“AdTheorent’s unique ability to reach buyers in the marketplace through advanced machine learning and predictive targeting, coupled with the ease of SmartCommerce’s one-click conversion functionality within sleek digital ad units designed by AdTheorent’s in-house creative capability, Studio A T, will drive superior business results for our CPG advertisers, ”said Jim lawson, CEO of AdTheorent.
AdTheorent uses advanced machine learning technology and solutions to deliver impactful advertising campaigns to marketers. AdTheorent’s industry-leading machine learning A T platform powers its predictive targeting, geo-intelligence, audience extension solutions and in-house creative capability, Studio A T. By leveraging only non-sensitive data and focusing on the predictive value of machine learning models, AdTheorent’s product suite enables advertisers to identify the most qualified people associated with the optimal creative experience. to deliver superior results, measured by each advertiser’s actual business goals. Starting in early 2020, AdTheorent’s award-winning A T platform and capabilities are available through a one-of-a-kind direct access offering. Direct access allows brands and agencies to access the AdTheorent platform to optimize performance, delivery and cost of KPIs, supplemented by a level of service that is not typically provided by open source solutions. -service.
AdTheorent is regularly recognized with numerous technology, product, growth and workplace awards. AdTheorent has received “Best AI-Based Advertising Solution” (AI Breakthrough Awards) and “Most Innovative Product” (BIG Innovation Awards) for two consecutive years. Additionally, AdTheorent is the only four-time recipient of the Frost & Sullivan Digital Advertising Leadership Award. AdTheorent is headquartered at new York, with fourteen offices across United States and Canadian. For more information, visit adtheorent.com.
Smart trading helps CPG companies sell more online by replacing the old-fashioned ‘where to buy’ on ads, social media posts, websites and even packaging / samples with one click that registers products directly in the shopping carts of retailers. Designed for the unique needs of CPG brands and their consumers, SmartCommerce intelligently eliminates both the friction and PDP cross-selling that have limited the potential of CPG digital purchases, enabling simple one-click conversions or multiple conversions. produced from any digital pulse point. , in virtually any retailer basket. SmartCommerce is headquartered at Atlanta, Georgia, with offices across the United States and Europe. To learn more about SmartCommerce Click2Cart® technology, please visit: https://www.smartcommerce.co/.
- Nielsen and Rakuten Intelligence
- Smart trading
SOURCE AdTheorent, Inc.