Ad Tech Firm Deploys AI Solution Tying Ads To Sales Without Collecting New Consumer Data

As marketers struggle to find data and signals to target consumers, Albert AI is releasing new AI-based technology that ties offline marketing with online sales.

The move comes as Apple released new betas of its iOS 17 and iPadOS 17, introducing a slew of potential new privacy challenges on top of those introduced by previous versions, as well as those from Google's Chrome, the EU's GDPR, and California's CCPA, and various other state laws going into effect.

Importantly, Albert AI's solution doesn’t create new signals that overcome data eliminated by privacy legislation. Instead, its technology is trained to analyze available data to optimize campaign performance. It accomplishes that by calculating the performance of an array of variables in each ad: format, headline, texts, images and video, media and platform placement, and more.

Based on continuous campaign learnings, Albert AI determines which ads perform best, according to an advertiser’s campaign criteria and compiles and serves those ads at the most optimal times.

While reviewing all of these data sets over time is challenging for a person, Albert’s technology is able to process all of the data and make campaign recommendations and actions.

In-depth SKU data includes weekly sales per region and store that is analyzed against marketing campaign data over time.

Albert’s clients can also utilize IRI (Information Resources, Inc.) data cross-referenced with Albert AI’s data to further analyze the effectiveness of digital campaigns with offline sales data.

Select marketers also are able to integrate weather and seasonal data.

For a leading consumer packaged goods (CPGs) breakfast marketer, Albert AI tied online advertising on digital platforms with offline increases in sales at physical supermarkets in specific markets. This knowledge enabled the marketing team to optimize ad spending based on specific platforms and creative ad units. 

Asked to cite the average order value, a spokesperson said it depends on the company and products. For some clients, it can be a few hundred or thousand dollars, but in the case presented in Albert AI's announcement, which cited results for a CPG marketer, the cost-per-product was a few dollars.

For most CPG campaigns, the average order value depends on the product being marketed, but it’s in line with CPG products being sold in supermarkets.

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