Adometry CEO Paul Pellman tells AdExchanger, "What this allows us to do for clients is look at Facebook paid media like they will look at any other media channel that we're tracking performance against, and bring all of that rich data and insights into our attribution and optimization platform. Without that, the only data they really provided, at least for us as an attribution platform, were clicks that were generated off their ads. Thereal value for advertisers now is to understand how Facebook is working like all other media are working – that is, to ultimately drive people to convert."
Pellman continues, "Understanding how those impressions drive awareness, intent to purpose, and ultimately get someone to go to a website or perform some conversion that we can track, it's going to help advertisers better understand how Facebook plays effectively in their overall media mix."
Adometry is rated near the front of the pack of specialist attribution players by analysts and senior marketers – and is often mentioned in the same breath as chief competitor Visual IQ. In an April Wave Report, Forrester gave it points for sophisticated algorithmic modeling and its clean integration with demand side platforms.
And in a recent conversation with AdExchanger, Initiative's EVP of performance analytics, Bret Leece, said, "Adometry has got the statisticians but they also have computer scientists. They're working jointly together. That's what's coming up as the future."