"You view something on an Instagram Reel or a Snapchat post and you go to a website and then purchase. That doesn't have to happen that day."
"We're like air traffic control, where we're essentially de-duping and trying to determine which views correlate to revenue."
"If you got a brand campaign ... you're always scared. You're just doing that for the brand, quote, unquote, but now you see that you're actually making money off of it,"
Northbeam links in-app clicks and ad views with first-party transaction data to attribute revenue without relying on statistical modeling. The model de-duplicates interactions and identifies which views correlate to purchases even when purchases occur later. Development partnerships include Meta, TikTok, Snapchat, Pinterest, Axon, Vibe and MNTN. Northbeam serves more than 800 brands such as Ridge, Hexclax and Timex, and has tracked about $20 billion of spend while attributing over $84 billion. The company secured a $15 million growth investment from HighPost Capital and Silversmith Capital Partners, bringing total funding to $40 million. The funding will expand the nearly 100-person engineering and product team to support broader brand-campaign attribution and shift budgets toward awareness-driven advertising.
Read at Axios
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