Ad Targeting Tool Leverages Real-World Relationships to Influence Buying Decisions Marketing

AdTheorent, which offers a machine learning platform for advertisers, on Thursday announced AdTheorent Relationship Targeting. This new product allows advertisers to harness the power of relationships with family members, cohabitants or friends to influence a consumer to take desired actions. Word of mouth is the primary factor behind 20-50 percent of all purchasing decisions, AdTheorent noted, citing a McKinsey report. Also, a recommendation from a trusted friend is up to 50 times more likely to trigger a purchase than a low-impact recommendation from a stranger. The number of connections matters as well, suggested Calynn Krieger, SVP of strategy and marketing at AdTheorent.