Doubled pipeline opportunity with high-intent prospects
Digital marketing came of age quickly during the twenty-teens, solving emerging needs in near-real-time as the market embraced programmatic targeting and early applications of AI and machine learning.
Many of the changes were a forced reckoning for ill-thought-out implications of flashy new capabilities on brand and user experiences. Businesses had to repair and adapt, and the leaders who emerged predicted and preceded opportunities their customers couldn’t. Product dev and performance was paramount, but new tech announcements became cluttered and noisy. Brands needed a bigger platform to differentiate.
The stage was set for a champion of change, and a growing adtech company with a history of challenging the status quo had a call for action – Save the Web!
It was an industry-rallying cry that placed consumers at the center: commit to adding value to online experiences, instead of baiting for clicks. Not a competitive jab, but an acknowledgment that collective failure will increase the rift between brands and consumers, and threaten the free internet we all enjoy — a high-stakes conversation the company was uniquely positioned to win with its cross-channel marketing optimization technology that bucked click-based attribution, and orchestrated cohesive consumer experiences.
In the years of adblockers, cookie bans and privacy regulations that followed, this consumer-first commitment – paired with predictive insights into consumer trends and emerging innovation – distinguished the company’s market leadership and product roadmap. We were the brand committed to digital experiences people love.
The opportunities created by this point-of-view drastically increased our reach, influence and growth potential. Campaign milestones drove triple-digit surges in site traffic, converting at ↑2X the average, and fueling sales pipeline with high-intent opportunities. What’s more, it carried the business through industry-wide crises around brand safety, ad fraud and more.
