Webinar Round-Up: Full-Funnel Attribution Success & Future of Television

Everything you missed, on-demand.

OTT Marketing Cloud with Tru Optik

You know NinthDecimal enables advanced TV advertising on linear… but did you know we have the same capabilities across OTT? Join tomorrow’s webinar to learn how you can activate today!

You’ll learn:
• The value of using location data to identify your best customers
• About powerful audience segments informed by physical world behavior
• Why – and how – location-based audiences are activated across the TV landscape
• How leading marketers are measuring success

View the webinar slides here.

Adweek Webinar Series: Full-Funnel Attribution Success: More Than Just ROI with Affinity Solutions

Retail marketers tend to mistake attribution for a one-trick pony—a post-campaign “proof of ROI.” But attribution can be so much more. By applying attribution methods across the full customer lifecycle, you can uncover how your media affects customer perception and behavior across their entire path-to-purchase: from impression to store visit to purchase.

Join attribution experts from NinthDecimal and Affinity Solutions as they share how insights from a full-funnel attribution solution can drastically change your marketing decisions. You’ll find out:

A methodology for unlocking full-funnel attribution
What you can learn about customer behavior
How brands are using this kind of data to impact their marketing

Listen on-demand here.

Brand Innovators Webinar Series: The Future of Television with Viacom Vantage

Traditional television is anything but traditional today. Big broadcasters make content available via live TV, streaming, mobile, on-demand, subscriptions, cable, OTT…but what does it all mean to advertisers?

You now have more opportunities for using data in TV across planning, targeting, attribution, and ultimately reaching the best audiences. Join us for a lively panel discussion with Gabe Bevilacqua, Senior Vice President of Product Management at Viacom Vantage, and Kevin Ching, Vice President of Data at NinthDecimal, as they explore consumers’ shifting viewing habits, new tools, and untapped opportunities for marketers to apply the data of digital to the scale and emotion of television.

Listen on-demand here.

Announcing our Partnership with Affinity Solutions

Affinity Solutions Announcement

Affinity Solutions Announcement

We’re excited to announce our partnership with Affinity Solutions, a leading provider of purchase-driven marketing solutions. This partnership empowers retailers to create a link between store visits and actual purchases. Learn more here.

To kick-off our partnership, we’re hosting a webinar on Thursday, June 22 at 1 pm EDT. Join to hear from attribution experts from NinthDecimal and Affinity Solutions as we share how insights from a full-funnel attribution solution can drastically change your marketing decisions. You’ll find out:

  • A methodology for unlocking full-funnel attribution
  • What you can learn about customer behavior
  • How brands are using this kind of data to impact their marketing

Register here.

9Dialogues: Featuring Ryan Kanterman

Ryan Kanterman, VP of Measurement, NinthDecimal

9Dialogues Provides an Inside Look at the NinthDecimal Culture and the Amazing People Behind Its Success

In this installment of “9Dialogues”, we speak with Ryan Kanterman, VP of Measurement, about how he’s seen the company grow and why marketers are ready for more advanced forms of attribution.

What is your role at NinthDecimal?

I oversee NinthDecimal’s measurement division. My team and I help clients understand how their campaigns have impacted people to visit real-world locations, and whether those visits are directly caused by advertising. In addition, I spend a lot of time educating the market on the importance of foot traffic measurement and how it can help marketers measure and optimize their campaigns.

You’ve been here for almost nine years. How have you seen this company grow and change in that time?

It has definitely been a roller coaster since I joined in 2008! When I first started, we were a Wi-Fi advertising company that ran the advertising layer on top of Wi-Fi login portals, pretty much sticking to 300×250 ads, and, if you were lucky, 728x90s.

Once smartphones became more popular, we started expanding outside of the walls of Wi-Fi venues to gather and use smartphone location signals to understand audiences. Eventually, we shifted the entire business to this emerging technology, building our proprietary Location Graph which connected where people went in the real world to their smartphones and other devices, which we could tie to an individual person.

Fast-forward again on this journey of JiWire to NinthDecimal, and we realized that the data we were working with was so massive and so powerful that we could use it for more than just media, so we made the data portable, allowing marketers to buy audiences programmatically and through DSPs. It also allowed us to open our proprietary measurement solution (LCI™) to measure across the entire media ecosystem. We’ve now certified over 220 publishers and partners for attribution across the industry.

Most recently, we’ve been building our omnichannel capabilities and can measure media across mobile app, mobile web, desktop, and even more traditional media like TV and Out of Home. I see this as one of the really exciting opportunities for us as we establish ourselves as the industry standard for offline attribution.

What do you think is the biggest challenge for marketers in relation to attribution?

Because it’s a fairly new space, I think there’s a lack of education in the market. There are multiple players in this space and a lot of noise and clutter which makes it challenging for advertisers to differentiate between attribution options.

One of the things I like to focus on is the importance of statistical rigor in an attribution methodology. Every time we are vetted against other measurement solutions in the foot traffic space, we have emerged victorious because when you look under the hood, we are doing quite complex things that allow us to understand the actual impact of advertising, while others can’t really assign causality and can only provide observational metrics.

How can marketers identify statistical rigor in a measurement solution?

Start by looking at the reporting. There are vendors out there who don’t report on confidence interval or show confidence intervals that are lower than 95%; in a lot of cases it’s sub 70% which is literally meaningless.

We often speak with analytics teams who want to get under the hood to make sure we’re using things like AdStock decay, which reduces the value of a visit as time passes, historical visitation patterns in control/exposed matching, and the removal of outliers like employees. These are all things we account for in our methodology.

We believe all of this is really important when evaluating solutions. But our clients come to us with varying levels of knowledge about statistics and attribution, so we have to make sure we’re able to prove the value whether we’re talking to a media-buying team, analytics team, client team responsible for brand engagement, or even finance team. This can be a challenge, but as a company and team we’re well positioned to have these different conversations.

What is your favorite part about working at NinthDecimal?

I have continuously been excited about working for this company because as time goes on, we are consistently evolving. We’ve been ahead of the game in market innovation and, most importantly, we do things with integrity, which I’ve found is sometimes rare in our industry. We don’t release new products or solutions until they are fully baked and we comprehend their implications to both our clients and the market at large. Because of this, we have been held in high regard since the beginning of this company, which again is rare in the media landscape. I’m proud to be part of the NinthDecimal family and I look forward to the future!

9Dialogues: Featuring Sable Mi

9Dialogues Provides an Inside Look at the NinthDecimal Culture and the Amazing People Behind Its Success

In this installment of “9Dialogues”, we speak with Sable Mi, VP, Head of Research and Insights at NinthDecimal, and hear her thoughts on advertising and where the industry is heading.

Sable Mi – VP, Head of Research & Insights at NinthDecimal

Can you share a bit about your career/background prior to working at NinthDecimal?

I’m an advertising person at heart. For most of my career, I’ve worked in various roles in full service agencies, everything from Account Supervisor to Copy Director to VP of Research and Strategic Planning. I’ve also spent a bit of time in academia, achieving two master’s degrees while teaching full time (the subject: advertising, of course!) Then, a few years ago, in the face of the rapid changes in our industry from the explosion in online communication, I faced a choice – stay in my comfort zone or do something completely new.

At the time, ad tech was an uncharted area for me, but I saw it as an exciting opportunity to start over and flex some new muscles. I took a role with BrightRoll, and was able to apply my extensive agency experience there. I was hired to establish an online currency that could be applied across traditional TV and online video. In fact, the first whitepaper I wrote at BrightRoll was for iGRP (online GRP). When a great opportunity to work in the exciting world of location data with NinthDecimal presented itself, I chose the future and joined the company.

So, as an “Advertising Person,” what about the advertising space is most exciting to you right now? Where are the most innovative companies heading?

I’ve been in this industry for longer than I care to admit, and during this time the definition of advertising has evolved a lot. It used to refer to a carefully crafted, paid brand message, delivered to a specific target audience through one-way, pre-scheduled mass media. Since no one really wants to see advertising, our mission was to create ads that were relevant, informative, and entertaining. Fast forward to the 21st century, and with the proliferation of social media and the “mobile take over,” any message from a brand can now be perceived as “advertising.” In the adtech world, we got so good at delivering impressions to a device that we sometimes forgot about the truth of advertising- people don’t really want to see it. We traded user experience for efficiency. Now we have to deal with ad fraud and ad blocking.

Well, it’s not all that bad. For me, what’s exciting about today’s version of advertising is that we have an unprecedented amount of timely data to play with. Back in the day, you had to rely on TV ratings, monthly print circulation numbers, and survey data that took forever to collect. The data we had back then was limited in timeliness, scale, and representativeness. This made it really challenging to assess whether and how advertising worked, not to mention how to make timely marketing decisions based on those insights.

The benefits of big data come with challenges: big data does not always mean actionable data. The most innovative companies are the ones who truly understand the data sources, and applications to sift through and use that data to focus on consumers’ ultimate needs, wants, and desires. These are the ones that leverage data to find an effective, non-intrusive way to communicate.

Do you think this innovation will continue? Where do you predict the advertising industry will be in three years?

There are definitely some trends that I believe will continue. There’s a lot of current interest in multi-touchpoints attribution, and I believe that will only become more important as more channels and potential touchpoints emerge. There has been a lot of progress in this area over the past few years, and we’re getting closer, but there are still limitations from data to models. The big challenge is that models are built based on logic, and humans are naturally illogical (I can give you a lot of examples, but let’s save that for the next happy hour). Nonetheless, I do see that trend continuing and the technology catching up to deliver on the need.

Another trend I predict will become more important is the focus on user experience. We spent a long time playing around with “big data”, but we need to go back to that focus of being relevant, informative, and entertaining. As technology becomes more advanced, it will help us create more customized user experiences and being able to see and adjust it in near real time, which is very exciting.

I also predict that there will be a lot of consolidation of companies within the industry in the next few years. And along with this consolidation, I think demand will grow for the “giants” of the industry, the walled gardens like Facebook and Google, to be more open to other partners and transparent about their data and measurement. The demand for transparency is inevitably increasing over time whether they like it or not.

All this said, the structure of our society is also likely to change quite a bit in the next couple of years. There have been a lot of political and social changes, both nationally and on a global scale, and this has created a lot of uncertainty. So while I’d like to say that we’ll continue the progress we’ve made as an industry, it remains to be seen what the landscape will look like.

What trends do you see in the industry that you wish would end?

There are a few. One that comes to mind is relying solely on demographic data for targeting and measurement. It has been done for decades, so it won’t disappear overnight. However, there are many other indicators (like behavioral data) that are just as easily accessible if you work with the right partner. It all goes back to what we are trying to achieve: for example, is the end goal to reach more females 25-54, or to sell more yogurt? The reality is, men eat yogurt too.

Another one – click through rate (CTR)! This is a metric that was adopted due to ease of accessibility, but at the end of the day, it doesn’t mean anything. It’s been shown time and time again to have no correlation with actual conversion. While it is easy to optimize for CTR, it really does not help the overall marketing objective. I would strongly advise advertisers to, instead of optimizing on CTR, focus on a metric that’s more indicative of actual marketing success!

Finally, and this is a bit less specific, but over the past decade or so I feel that there has been too much focus on technology and not enough on the human experience. We’re starting to see the effect of this in the rising of ad blocking. While marketers have been focused on trying new, cool ways to serve advertisements, we’ve forgotten that consumers are humans, not just impressions. We can approach this challenge in two ways: applying the L.E.A.N. principle to speed up load time, and making advertising more relevant, informative, and entertaining. (Yes, I switched back to “professor mode”- repetition, repetition, repetition!)

Finally – what is your favorite part about working at NinthDecimal?

That’s easy – it’s the people. I really love the people here. It’s a mature startup, so there’s so much room to improve and to grow, but we have the most genuine, kind, and fun-loving people. I really enjoy working with them.


Trilia Partners With NinthDecimal to Give Top Brands Real-Time Access to Omni-Channel Measurement and Unique Audience Intelligence

Hill Holliday Media Agency Adopts Leading Offline Attribution Solution to Track Physical-World ROI for Campaigns Across All Media

SAN FRANCISCO — Sept. 8, 2016 — NinthDecimal, the leading omni-channel audience and measurement company, today announced a partnership with the media agency Trilia, which will receive real-time access to NinthDecimal’s unique audience insights and ROI measurement based on consumers’ physical-world behavior. Trilia clients can now leverage sophisticated audience targeting for direct and programmatic campaigns, ecosystem-wide offline attribution and measurement and critical audience insights that complement existing customer data. With a client roster including Dunkin Donuts, John Hancock, TJX and other major brands, Trilia’s decision to work with NinthDecimal further underscores how physical-world data can bring marketers unique advantages in connecting their media strategy to customers’ offline behavior.

NinthDecimal offers a unique physical-world data set that complements Trilia clients’ existing consumer data. Having ongoing access to this data will empower these brands to uncover a major “blind spot” and gain insight into what their customers are actually doing every day in the physical world. These understandings cultivate a full view of the customer, helping to inform content, messaging, media strategy and bringing even more strength to the data-driven decisions that Trilia is famous for keeping at the core of their strategy. Going beyond old models that address metrics like brands’ market share of exposure, the new data and insights enable Trilia to find buyers who will add incremental value for brands and to deploy omni-channel marketing strategies to reach them effectively.

Trilia has built a reputation for leveraging powerful data and insights that allow them to go beyond the traditional client relationship to drive greater success for each unique client. The precision, scale, and quality of NinthDecimal’s data uniquely complements Trilia’s customized value and services created for each client.

“Our agency is founded on the principle that combining science with ideas leads to better outcomes, and NinthDecimal’s precision and accuracy makes them the perfect data partner to drive intelligent and informed campaigns on behalf of our clients,” said Trilia President Cindy Stockwell. “We already share a number of major clients, and the new partnership will streamline the way we integrate NinthDecimal’s unique data into every aspect of our campaigns.”

With direct access to NinthDecimal’s Location Conversion Index™ solution, which is built on the industry’s most accurate and precise data signal, Trilia clients can now track incremental lift in store visits, resulting from specific advertising campaigns, in real time. NinthDecimal’s cross-device solution provides the most accurate measurement across the entire marketing ecosystem, extending attribution across mobile web, desktop, tablets and mobile apps.

The partnership also sets the framework for creating value in media, leveraging unique audience building for media activation specific to each Trilia client. And by getting an even closer understanding of Trilia clients’ needs, NinthDecimal is able to better align its product roadmap to specific market demands as brands put more resources into mobile advertising and omni-channel strategies.

“Our partnership with Trilia, which represents our latest strategic collaboration with a major agency, demonstrates NinthDecimal’s leadership of the omni-channel audience and measurement market,” said NinthDecimal CEO Mike Fordyce. “We’re excited to help Trilia clients achieve better results across mobile, desktop and TV based on a unified view of the customer with real-time campaign insights.”

The new partnership gives Trilia clients access to the largest measured audience in the industry, representing more than two-thirds of all U.S. smartphone owners. NinthDecimal’s database includes more than 135 million consumers, generating more than 1.5 trillion data points per month, providing marketers with scale of data necessary to gain accurate intelligence for key strategic decisions.


About Trilia
Trilia launched as a separate-branded, full-service media agency born from the Media, Strategy, and Analytics department of Hill Holliday. Trilia was created with one primary objective in mind: We felt that media creativity is really lacking in the rush to data and cost efficiency, and clients are craving a trusted partner that could provide both. Trilia is the media agency of record for such leading brands as Dunkin’ Donuts, The TJX Companies, John Hancock, Supercuts, and Great Wolf Lodge to name just a few . For more about Trilia, please visit

About NinthDecimal
NinthDecimal is the leading omni-channel audience and measurement company, operating at the intersection of the digital and physical worlds. Fortune 500 companies and marquee brands, including American Express, Comcast, Kraft, Microsoft, Starbucks, Target and Toyota, use NinthDecimal’s data to plan, activate and measure campaigns, while gaining deeper insights into their audience and overall business. By bridging online and offline data, NinthDecimal’s pioneering Location Graph platform offers the most precise audience solution in the market to understand today’s consumer and how to engage them throughout the path-to-purchase. Its Location Conversion Index™ (LCI™) is the industry’s first offline attribution solution that goes beyond the click to measure physical-world behavior at the point of purchase, and data partnerships with companies like Acxiom, BlueKai, Datalogix, Experian, LiveRamp, Neustar and more provide a comprehensive closed-loop solution.

NinthDecimal is headquartered in San Francisco with offices in New York City, Chicago and Silicon Valley. Follow us on Twitter (@NinthDecimal) and like us on Facebook. Learn more at

Media Contacts
Brigit Valencia
BOCA Communications
[email protected]

Programmatic Ad Buying Continues to Transform the Marketing Ecosystem as It Expands into Mobile Ad Campaigns

“The growing importance and availability of mobile audiences will make mobile programmatic buying a critical aspect of the marketing strategy for many brands.”

Interested in learning more? Check out NinthDecimal’s president, David Staas’ programmatic byline published in MediaPost’s Real Time Daily, Why Mobile Programmatic Will Become An Advertising Necessity.

2016 Predictions: Attribution, Omnichannel Onboarding, Disruption of TV and Mobile Programmatic

Data will drive mobile ad evolution in 2016

In early March, Mike spoke with StreetFight about data and his 2016 predictions. Data will be the key to our industry evolution especially with attribution, omni-channel on boarding, disruption of TV ad buying & mobile programmatic.

View the full article here.