Gopuff and Koddi Launch Incremental Ad Measurement Tool

Gopuff teamed up with Koddi to enhance its in-house ads platform with cutting-edge incrementality solutions; ads on Gopuff drive 40% increase in purchases, on average

Koddi, a leader in retail and commerce media technology, announced a partnership with Gopuff to enhance the instant commerce company’s ads platform with cutting-edge incrementality tools. The new tools enable advertisers to understand and measure the incremental impact of their Gopuff Ads campaigns beyond what would be possible organically. The pilot program revealed significant results for Gopuff’s advertising partners, with ad campaigns increasing incremental purchases per user by more than 40% on average.

For the first time, the new measurement tools enable advertisers to quantify incremental sales on Gopuff—capturing additional revenue that wouldn’t have occurred without Gopuff ad spend. By unlocking deeper insights into how specific ad campaigns perform or improve sales beyond what could be achieved organically, brands are empowered to make data-driven decisions and optimize spend.

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Leveraging its industry-leading testing and measurement capabilities, 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. The users in both test and control are a randomly selected, representative sample of Gopuff users, with additional parameters ensuring a balance across key audience segments (e.g., power users, loyalty customers).
• Key metrics such as Incremental Conversions, Incremental Revenue, and Incremental ROAS were then measured across both groups and at scale to gauge campaign effectiveness.

“At Gopuff, we’re building solutions that put control and power back into brands’ hands – and the new incrementality tools we developed with Koddi are a perfect example of that,” said Michael Peroutka, Head of Ads & Partnerships at Gopuff. “With reliable tools for measuring incremental revenue from ads, our partners can run more effective and impactful campaigns.”

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“Measurement is a crucial differentiator for networks as competition intensifies,” added Nicholas Ward, Co-Founder and President of Koddi. “Incrementality enables advertisers to gain more insight into how their budget is performing and invest accordingly. 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.”

The new incrementality tool is currently available to all advertisers as a managed service with plans to launch self-service capabilities in the near future. Gopuff and Koddi also plan to introduce additional offerings and enhancements over the coming year to provide advertisers with even greater insight into campaign performance.

Koddi powers many of the top ten commerce media networks. Its technologies empower retailers, marketplaces, online travel agencies and more to take part in the commerce media opportunity projected to represent over $1.3 trillion of enterprise value by 2026.

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Source – GlobeNewswire

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