LoopMe is expanding its PurchaseLoop product with new cost per install and cost per acquisition optimization tracks, letting advertisers plug the audience intelligence their brand campaigns already generate directly into lower funnel performance buying. The two new tracks, Performance App and Performance Web, run on a standard CPM buying model and connect to advertisers’ existing measurement partners rather than requiring a new stack.
Why it matters: post ATT signal loss and the ongoing migration of audiences from web to app have left a lot of performance marketers flying without reliable visibility into which audiences actually convert, even when incrementality is a stated priority. LoopMe’s pitch is that the brand campaign data advertisers are already collecting, layered with in app behavioral signals from its Chartboost SDK, which counts more than 50,000 direct app integrations, and run through 2,400 AI models retrained against each advertiser’s specific goals, can close that visibility gap without forcing marketers to adopt an entirely new measurement framework.
“PurchaseLoop was always created to help advertisers get more from the intelligence they build around their audiences,” said Andy Sophocli, VP of agency partnerships at LoopMe. “By extending into CPI and CPA optimisation, we’re connecting that intelligence to lower-funnel outcomes and giving advertisers a more joined-up way to manage brand and performance.”
The original insight: this is a bet that the real constraint on performance marketing was never a shortage of measurement platforms, it was that brand and performance data have lived in separate systems that do not talk to each other. As measurement providers face growing scrutiny over how their own methodologies grade performance, vendors that can show advertisers a single, continuous line from brand awareness to installs to purchase have a real advantage over point solutions that only ever see one slice of the funnel. It also lands the same week Google quietly narrowed its own offline conversion attribution window, another sign that the industry’s attribution plumbing is being rewired from multiple directions at once, not just by the walled gardens.
Source: ExchangeWire
