– Directly check the non-deterministic matching data that was previously only available in the Google Ads UI in Airbridge
– In-depth analysis of advertising performance based on more precise and rich conversion data
– Effectively measure advertising performance and optimize campaigns while complying with privacy regulations
Marketing technology company AB180 announced on the 15th that its advertising performance measurement and analysis solution Airbridge supports Google's ICM ( Integrated Conversion Measurement ) .
With this support , you can now check the non-deterministic matching data that was previously only available in the Google Ads user interface (UI) directly in the Airbridge dashboard . This enables more precise conversion tracking and campaign optimization . Non-deterministic matching data refers to a method of estimating conversions based on observed data without personally identifying individuals .
ICM is a solution designed to complement the limitations of traditional third- party cookie or device ID- based conversion measurement, while respecting privacy, due to increasingly stricter tracking restrictions . By including non-deterministic matching data in conversions only when there is a high probability that the ad actually led to a conversion , more precise conversion data can be obtained while protecting privacy .
By utilizing ICM in Airbridge, marketers can directly check and utilize Google's non-deterministic matching data , allowing them to deeply analyze advertising performance based on more precise and rich conversion data . In addition, since all data can be integrated and analyzed in Airbridge without having to go back and forth between multiple platforms, the data collection and analysis process is further simplified . In addition, since non-deterministic matching predicts possibilities through machine learning, unlike existing cookie-based tracking methods, it is possible to effectively measure advertising performance and optimize campaigns while complying with privacy protection regulations .
In addition to supporting Google ICM , Airbridge offers the highest level of domestic marketing channel integration among MMPs ( mobile measurement partners ) currently in service in Korea . In addition to integration with Naver , Carrot , and Kakao Audiences , it is the only MMP to support cost integration of both Naver and Kakao’s search ads (SA) and display ads (DA) . In addition, through integration with Toss Ads , Everytime , and Hive Platform, it supports precise measurement of campaign performance across various channels and increased efficiency .
“ Airbridge is continuously increasing its integration with major advertising channels as well as advancing its technology so that marketers can operate campaigns based on reliable data in the rapidly changing digital environment, ” said Nam Seong-pil, CEO of Aviilpalgong . “ This support from Google ICM is expected to be of great help in effectively reducing blind spots in advertising performance measurement , as it will enable more precise conversion tracking and insight acquisition while complying with personal information protection. ”
Meanwhile , Airbridge is a marketing performance measurement solution (MMP) that can collect data , link advertising channels , create and manage deep links , prevent advertising fraud , and analyze marketing performance all in one place . Customers can check marketing performance right away with more than 10 reports and 200 indicators supported by Airbridge, or extract original data and use it as desired . In addition, as an official partner of global advertising channels, it supports global standard privacy policies . Machine learning-based prediction functions , AI assistant functions, audiences for targeted advertising , and advertising cost management functions can be used at no additional cost .
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