Wizaly, the data-driven attribution specialist, announces the launch of its new “Walled Garden” attribution algorithm. This innovation will enable advertisers to measure the real impact of social networks or Youtube on their conversions.
Advertising platforms such as Facebook, Instagram or YouTube represent about 30% of online advertising investments. A significant figure that reflects their strategic importance in most advertisers’ marketing strategies.
Within these unique ecosystems, third-party solutions cannot track impressions (banners or unclicked videos) as they do not have access to the data. This opacity explains the name “Walled Garden” given to these ecosystems : the detailed information is jealously guarded internally by the platform. However, the performance of an advertising plan cannot be evaluated by clicks alone. Indeed, just like a TV ad, impressions also have an influence on the consumer’s buying behavior. It is therefore difficult for a third party solution to provide the advertiser with a complete understanding, a precise calculation of performance, and to take into account the interactions of all of its campaigns.
This raises the question of the influence of these “closed” ecosystems on conversion paths, which goes beyond the simple clicks already recorded, and how can it be measured?
To overcome this opacity, Wizaly has developed a specific algorithm to statistically estimate the impact of advertising impressions within the “Walled Garden”. Wizaly’s “Walled Garden” attribution algorithm uses artificial intelligence and time-series analysis between Walled Garden impressions (by channel, source, country, device) and traffic from other marketing channels to accurately measure the real impact of Walled Garden impressions. Wizaly measures objectively and ever more precisely the impact of each channel of your marketing mix in the achievement of your objectives.
Wizaly operates a major revolution with its new algorithm that will allow advertisers to go beyond the tracking limits of the Walled Garden thanks to Artificial Intelligence, and to measure the role of each channel in the marketing mix in an ever finer way» for Stanislas Di Vittorio, Wizaly CEO.
A new technology that will also turn out to be very useful in the coming day when all browsers will prohibit the use of third party cookies for performance measurement.