Upwave’s New Persuadability Scores™ Bring Brand Advertising to the Programmatic Era By Using Real-Time Brand Signals to Feed Into Algorithmic Bidders

Upwave, the leading analytics platform for brand advertising, today announced the launch of its new Persuadability Scores^TM – making it possible for the first time ever to auto-optimize live campaigns based on brand signals. Persuadability Scores^TM enable brand advertisers to make granular campaign optimizations based upon actual brand objectives rather than proxy metrics–helping achieve higher brand outcomes.

Until now, only performance campaigns had real-time signals, e.g., clicks, conversions, etc., to feed into bidders, and brand campaigns often relied on mid and post-campaign PowerPoint reports read by researchers to plan the next campaign. Additionally, it hadn’t been possible to auto-optimize live brand campaigns on the open web based on their goals of lifting specific attitudinal metrics because brand campaign measurement did not provide an ongoing, in-flight signal of brand performance. ™

Upwave’s Persuadability Scores^TM revolutionizes the industry by providing this real-time, brand outcome-based optimization signal, developed to be easily fed to algorithmic bidders. In addition, its machine-friendly design reduces adoption friction by integrating seamlessly with the existing programmatic performance advertising stack. As a result, this new metric enables integrated demand-side platforms (DSPs) and media platforms to add as much value to brand campaigns as they have for years to performance campaigns.

Here’s how Persuadability Scores^TM work:

• Persuadability Scores^TM calculate the expected brand impact of exposure, providing a response variable that algorithmic bid optimizers can optimize towards.
• Using Persuadability Scores^TM optimizers can learn which bid requests are better opportunities to show an ad that will resonate and change brand opinion.
• Upwave is the only brand measurement company to recalculate and reweight lift measurements on a daily basis - this is what enables Persuadability Scores^TM.
• An industry-first, using Persuadability Scores^TM allows for the auto-optimization of programmatic campaigns to maximize brand impact.

“Historically, brand lift only provided advertising decision-makers with proxies to optimize a live campaign to meet brand objectives. Click-through rates are a poor proxy, and down-funnel conversions aren’t relevant in predicting the likelihood of people becoming more aware of brands. This is inadequate in an era where a brand is held to performance standards,” said Chris Kelly, CEO of Upwave. “Now, with our industry-first Persuadability Scores, brand advertisers have access to real-time brand signal. As a result, they can now optimize brand campaigns to directly impact the end brand outcome.”