Revenue execution leader Invoca officially launched a native, no-code integration with global advertising technology giant The Trade Desk. Now active on The Trade Desk Marketplace, this partnership empowers marketing teams to optimize their modern programmatic ad spend tracking systems. This allows brands to seamlessly link automated media campaigns to offline customer phone calls, contact center conversions, and real business revenue.
The smart system sends the data of artificial intelligence directly to the advertising platform through a special Conversions API. This enables enterprise marketers to track physical appointments, re-engage unconverted prospects, and reduce irrelevant audiences from seeing redundant ads.
Closing the Loop on Omnichannel Impressions
American programmatic ad spending will probably be over $203 billion. This massive spike puts massive pressure on corporate marketing teams to prove a clear financial return on every click of a campaign. The challenge is impacting high-touch industries like healthcare, banking, automotive, and telecom that require phone conversations for large purchases. Such valuable offline interactions are often missed by traditional tracking systems. As a result, businesses suffer from inflated acquisition costs and highly inaccurate attribution models.
Fortunately, this new cloud-based tool bridges the gap by linking digital ad impressions straight to offline sales calls.
“For brands that depend on conversations to book appointments and close sales, proving the revenue impact of programmatic advertising has been a persistent challenge,” said Nathan Ziv, EVP of Product Management at Invoca. “As a partner on The Trade Desk Marketplace measuring offline calls and conversions, Invoca closes that gap by connecting programmatic campaigns to the appointments and revenue they actually drive, all within the platform advertisers already use to buy media.”
Furthermore, the updated platform allows agencies to discover exact campaign returns across connected TV, audio, and display ads.
“Advertisers are increasingly focused on connecting their media investments to real business outcomes, and in many industries, those outcomes happen over the phone,” said Donny Spano, Director of Data Partnerships at The Trade Desk. “Our integration with Invoca brings offline phone lead and conversion data into the platform, making it easier for brands and agencies to measure the full impact of their omnichannel campaigns and optimize toward outcomes that go beyond the click.”
Ultimately, brand managers gain full access to unified data streams without needing any software developer assistance.
“For clients in categories like healthcare, insurance, and financial services, the most valuable conversions happen over the phone,” said Nate Hulke, Director of Digital Media at Ovative Group. “This integration connects programmatic impressions to those calls and puts that data to work with better attribution, smarter audience targeting, and optimization across the full ecosystem. It’s a gap that’s existed for a long time. This helps close it.”
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News Source: PRNewswire.com
