5HD Bolsters Analytics Platform with Adbrain’s Identity AI™

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Partnership helps 5HD to move beyond last-click attribution and offer clients a holistic view of conversions

Digital marketing and technology specialists 5HD has selected Adbrain – a global leader in resolving customer identity for marketers and their partners – as its exclusive identity resolution partner. 5HD will utilize Adbrain’s Identity AI™ to offer its clients a single, consolidated, cross-platform view of their customers.

Adbrain’s Identity AITM approach utilizes machine learning technology to create cohorts of identities across three dimensions of data: People, Places and Devices. The multi-dimensional identity methodology affords 5HD a comprehensive view of identity beyond a single-device context.

5HD also selected Adbrain due to the ability to get raw-level data and because Adbrain can provide a cross-platform view across all 5HD’s advertising partners. These capabilities allow 5HD to present clients with a complete conversion path, taking all media channels into account to enable insights like how mobile page views result in desktop conversions.

“Cross-device is essential to understanding the full path to conversion. Through our partnership with Adbrain, we can bring all the pieces together and aggregate performance and conversion data like never before,” said Andrew Bauer, Director of Software Development, 5HD. “We can now give truly actionable insights, combining cross-platform marketing reporting with a 360-degree customer view. We’re able to show our clients in-depth insights on how simultaneous campaigns affect one another. That same reporting then helps us continually improve our campaigns to deliver more prospects and improved cost-efficiency.”

In the initial rollout, one 5HD customer was able to match over 45% of web prospects to an Adbrain cluster, resulting in a 25% increase in devices that could be linked back to campaigns. This enabled 5HD to offer a far more comprehensive view of the path to conversion and give its clients a report on the true ROI of their campaigns.

“We believe that Adbrain can truly add value to an already high-achieving digital agency,” said Gareth Davies, CEO, Adbrain. “Our technology offers an enhanced, multi-dimensional view of identity allowing 5HD to continually improve campaigns to deliver more prospects at improved cost efficiency.”

5HD accesses Adbrain’s data exclusively in The Trade Desk platform for cross-device targeting.

About 5HD
5HD is a digital-first, full-service agency focused on helping brands grow their revenue with efficient and effective marketing. We develop holistic solutions that consider every aspect of how our clients’ best prospects interact with their brand, connecting user experience across digital, social, and traditional. Based in Boston, 5HD is part of the Triad Advertising Companies. Learn more at https://www.5hdagency.com/

About Adbrain
Adbrain is a global leader in resolving customer identity for marketers and their partners across people, places and devices. Adbrain's advanced customer ID mapping solutions are used to increase sales and ROI on marketing activity by enabling personalized, identity led targeting and measurement. Named one of the hottest 50 AI startups Adbrain has mapped 90% of the adult internet population in the US with over 400 advertisers benefiting from having customer identity resolved. Adbrain has offices in San Francisco, Seattle, New York and London and is backed by investors, including Notion Capital, Octopus Ventures and Cisco Investments. Learn more at http://www.adbrain.com and on the Adbrain blog.

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Palmer Roberts
Kite Hill
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