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Gopuff Partners with Koddi to Revolutionize Advertising Measurement

Introduction to the Partnership

Gopuff, a leader in instant commerce, has announced a groundbreaking partnership with Koddi, an innovator in retail and commerce media technology. This collaboration aims to enhance Gopuff’s advertising platform with state-of-the-art incremental ad measurement tools. This development promises to offer advertisers unprecedented insights into the effectiveness of their campaigns. The new tools, which have already shown impressive results in pilot programs, are designed to help advertisers measure incremental impact beyond organic capabilities. Early tests indicated a notable increase of over 40% in incremental purchases per user on average.

Gopuff’s Enhanced Measurement Tools

The introduction of these tools marks a significant shift in how advertisers can assess their campaigns on Gopuff’s platform. By providing deeper insights into the incremental sales generated, advertisers are empowered to make more informed, data-driven decisions. This capability is crucial as the competition in digital advertising continues to intensify. Nicholas Ward, co-founder and president of Koddi, emphasized the importance of measurement as a differentiator in the crowded advertising space.

Comprehensive Framework

The measurement framework developed by Koddi not only meets but exceeds the guidelines set by the Interactive Advertising Bureau (IAB). It utilizes ad exposure, customer engagement, and purchase data from both control and test groups to determine the incremental lift of campaigns. These groups are carefully selected to represent a balanced cross-section of Gopuff’s user base, ensuring that results are both accurate and representative. Key metrics such as incremental conversions, revenue, and return-on-ad-spend are analyzed to gauge campaign success.

Future Plans and Developments

Currently available as a managed service, Gopuff has plans to roll out self-service capabilities in the near future, making these tools more accessible to a wider range of advertisers. Additionally, further enhancements are in the pipeline, promising to refine campaign performance even more over the coming year.

Innovative Advertising Solutions

Since the launch of its in-house ads platform, Gopuff has been at the forefront of integrating advanced technologies such as artificial intelligence and machine learning. These technologies analyze over 1,000 real-time variables and leverage a decade’s worth of customer data. As a result, Gopuff has reported a 50% increase in relevance scores, a 25% boost in click-through rates, and a 24% rise in conversions.

Targeting Younger Audiences

Gopuff’s recent innovations also include a suite of new advertising capabilities aimed at engaging Gen Z and millennial consumers. These capabilities include Brand Shops, which enable advertisers to incorporate rich media content like photos, videos, and shoppable carousels into their campaigns. Furthermore, the integration of AdAdapted’s Add-It carting technology simplifies the shopping experience, allowing users to add products to their carts without leaving the browsing site.

A Continued Commitment to Innovation

The advancements in Gopuff’s advertising platform are part of a broader strategy to enhance the consumer experience and drive brand engagement. The company’s largest consumer-facing brand campaign, “Bring The Magic,” launched in April 2024, exemplifies this commitment. The campaign highlights Gopuff’s ability to deliver essential items quickly, underscoring the convenience and magic of its service.

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