Gopuff Partners with Koddi to Enhance Ad Measurement Tools
Gopuff, the instant commerce company, has announced a partnership with Koddi, a retail and commerce media technology company, to enhance its ads platform with new incremental ad measurement tools. These tools will enable advertisers to measure the incremental impact of their Gopuff Ads campaigns beyond organic reach. During a recent pilot program, incremental purchases increased by over 40% on average per user.
New Measurement Tools for Advertisers
The new solution is currently available to all advertisers as a managed service, with self-service capabilities set to launch in the near future. Gopuff and Koddi have also planned to introduce additional enhancements over the coming year to further improve campaign performance.
Empowering Data-Driven Decisions
Gopuff’s partnership with Koddi aims to attract marketers to its advertising platform by providing measurement tools that quantify incremental sales and offer greater insights into ad campaign performance. This empowers advertisers to make data-driven decisions and optimize their spend.
Deep Insights and Collaboration
Nicholas Ward, co-founder and president of Koddi, emphasized the importance of measurement in a competitive market. He stated, ‘By collaborating with Gopuff, we were able to combine our deep insights into the industry to build a solution that effectively captures the value Gopuff Ads drives for brands while enhancing the experience overall.’
Incrementality Measurement Framework
Koddi designed an incrementality measurement framework that exceeds IAB guidelines. The tools leverage ad exposure, customer engagement, and purchases in control and test groups to determine incremental lift. Users in both groups are randomly selected, representative samples of Gopuff users, ensuring balance across key audience segments. Metrics like incremental conversions, revenue, and return-on-ad-spend are measured across both groups and at scale to assess campaign effectiveness.
Gopuff’s Advertising Platform and Capabilities
Gopuff launched its in-house ads platform in July, leveraging custom-built artificial intelligence (AI) and machine learning models. With over 1,000 real-time variables and 10 years of customer data, the platform has achieved a 50% higher relevance score, resulting in a 25% increase in click-through rates and a 24% increase in conversions.
Connecting with Gen Z and Millennials
Expanding on its efforts, Gopuff introduced a suite of new advertising capabilities in September, aimed at connecting with Gen Z and millennial consumers. Among these capabilities is Brand Shops, which allows advertisers to add photo and video content, educational copy, and shoppable carousels to their campaigns. Additionally, Gopuff integrated AdAdapted’s Add-It carting technology to its platform, simplifying the process for consumers to add products to their bags without leaving the site they’re browsing.
Celebrating Everyday Magic
Following the launch of its advertising platform, Gopuff rolled out its largest consumer-facing brand campaign in April 2024. Titled ‘Bring The Magic,’ the multichannel effort celebrated how Gopuff brings magic to everyday moments by delivering missing ingredients for favorite recipes or necessary sports drinks directly to consumers’ doors.