Introducing data & measurement lines of business, reason for profit: NinthDecimal

Mobile programmatic and audience intelligence platform NinthDecimal, has announced that it has reached profitability in the fourth quarter of 2016 driven by increasing demand for its data and measurement lines of business. The company states that the two business lines combined for an average 200% increase in year-over-year revenues. The accelerated growth for the second consecutive year reflects the positive impact of NinthDecimal’s introduction of innovative data and measurement services in 2014. The company claims that the demand for omni-channel data solutions continued to increase among Marketers, expanding its customer roster by more than 70% in 2016. The company also claims to have tripled its strategic partnerships with advertising agencies. In 2016, NinthDecimal saw an expansion in its data partner ecosystem, bringing mobile-derived audiences to more than 200 activation partners across mobile, desktop, video, social, and TV. “An incredibly committed and talented NinthDecimal team, as well as key investments in our technology, have played a key role in our path to profitability in 2016,” said Michael Fordyce, CEO, NinthDecimal.
“The increase in demand for our products, which is generating tremendous business growth, is a tribute to the value we are delivering to marketers and partners. This past year’s success puts us in a great position to continue our positive momentum in 2017.”
The company’s measurement business also claims to have added more than 100 integrated media and advertising publishers to its LCI (Location Conversion Index) Verified Partner program, doubling to more than 200 in 2016. LCI is the industry standard for measuring offline conversions. NinthDecimal states that its unique solution measures consumers’ physical world behavior and attributes incremental store visits directly to a brand’s advertising campaign whether it is on digital, TV, direct mail, or all of the above. Key areas of business growth:
  • NinthDecimal states that this is the second year that it has recorded a triple digit growth as three hundred customers leveraged NinthDecimal’s programmatic audience segments for their marketing programs in 2016, which drove 300% increase in impression volume.
  • The company also saw 150% more cross-device campaigns in 2016 through omni-channel measurement and attribution, because marketers wanted to expand the use of offline attribution to better understand media effectiveness across channels and at the same time NinthDecimal launched its expanded cross-device measurement solutions.
  • NinthDecimal claims that as the demand for digital based TV planning, targeting and measurement solutions grew, the company saw a 500% increase in advanced TV campaigns measured by NinthDecimal’s TV LCI.
  • NinthDecimal’s managed media services line of business also saw high demand for its portfolio of media offerings including in-app mobile video, native and its rich-media ad units. The number of campaigns managed on its media platform increased 200% in 2016, states the company.

Abhinav Mohapatra

An author who has a keen interest for the ‘off-beat’ <!--more-->An author who has a keen interest for the ‘off-beat’, he has covered and explored multiple facets of the marketing, advertising

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