i.Predictus Takes the Lead on TV to Web Attribution

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Jul 20, 2015, 07:00 ET

CEDAR KNOLLS, N.J., July 20, 2015 /PRNewswire/ -- i.Predictus, already the definitive leader in programmatic TV has now set the standard for web attribution, creating a model honed by millions of dollars in media investment and years of trial and error.

The result? The most accurate TV to web attribution model in existence; allowing clients to optimize their media spend and increase ROI like never before.

How does i.Predictus make the connection between media airings and subsequent web activity? Well, it's complicated. But the short, easy answer: more and better data.

The platform has several rigorous points of differentiation to traditional agency reporting, including:

Grouping web transactions into configurable increments of time (1:00, 2:00, 3:00, etc.) for absolute precision
Adjusting order date/time based on web data provider specs
Mapping transaction to offer by SKU level detail rather than generic URLs
Creating configurable order time windows based on media length
Geo-locating consumer's location based on IP Address. Refreshed every 15 days to ensure the most up-to-date information
Re-attributing web transactions if a media airing is confirmed to have not aired

Dmitri Petrikov, VP of Client Services at i.Predictus attributes the success of the platform to both the longevity of its development and the scope of its capabilities. "The lens in which we reach our consumer is even more focused. We are able to better target our media dollars where we see the biggest impact in driving both web sales and retail units."

Added Donald Gallant, Director of Analytics at Marketsmith, Inc, the company that originally created i.Predictus for its own use "Blood, sweat, tears and years of development went into ensuring that we have the most precise web attribution tool in the marketplace," he said. "If you're not using i.Predictus, you're simply leaving money on the table."

Due to the i.Predictus' record of performance and it becoming the platform of choice for all the major media agencies, the company recently welcomed a number of major industry players to its growing pool of talent.

"We want to disrupt convention, jar the status quo, and make a real difference," said Founder and CEO, Monica C. Smith. "Nothing does that better than a strong attribution capability. And frankly, ours is the best."

From a client's perspective, Marketsmith president Jill Draper heartily concurs. "As the definitive leader in making media drive consumers to web and retail, i.Predictus is yet another weapon with which we can dominate. It literally helps us drive billions."

About i.Predictus
i.Predictus is a leader in the practical implementation of programmatic TV, offering advertising attribution modeling down to the individual airing level. As a high-performance platform designed and tested with high media throughput, i.Predictus optimizes media schedules with a high degree of accuracy and consistency. Using its patent-pending algorithm, i.Predictus is able to deliver large television advertisers continuous improvement in media ROI.

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SOURCE i.Predictus