4C ‘BYOD’ for business outcome, ad campaign optimisation

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Data science and marketing technology company 4C has launched its Bring Your Own Data (BYOD) solution. Advertisers can onboard their internal reporting and analytics metrics, including sales and conversion data, and match the data to media channels in the Scope by 4C platform. 4C’s BYOD solution makes it possible to combine disparate reporting sources into reporting, pacing, and optimisation tools across linear TV, over-the-top (OTT), and social media such as Facebook, Pinterest, Snapchat, and Twitter. According to 4C, the capability within Scope represents an industry-first for business outcome attribution between walled garden platforms in the era of ubiquitous video.

“Leading brands, agencies, and media buyers trust Scope by 4C to identify their most valuable consumers and reach them across disparate channels and devices,” said Anupam Gupta, Chief Product Officer at 4C. “This BYOD capability enhances our ability to prove the value of marketing and drive better business outcomes for brands.”

Scope by 4C empowers marketers to discover audience insights, execute campaigns across screens, and analyse performance in a single, self-service tool. The platform is designed to help marketers achieve cross-channel video success with real-time optimisation and measurement against business outcomes. According to a commissioned study by Forrester Consulting on behalf of 4C, 71 per cent of marketers believe video is evolving from a brand awareness format and should be used to impact specific business outcomes.


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