WunderKIND Adds Attain Data to Focus on Outcomes

“Outcomes” has become one of the advertising industry’s most prevalent buzzwords. And when talk turns to data, having data about the results of campaigns is as close to the Holy Grail as you get.

In a new deal, advertising company WunderKIND Ads is getting access to a shopping cart full of purchase data from Attain.

Adam Gendelman, VP, head of sales, supply and operations at WunderKIND Ads, told The Measure that the data will be used to measure, evaluate and optimize campaigns on metrics including sales and return on advertising spending.

“Everyone talks about outcomes, and they want to optimize to an outcome,” Gendelman said. “But no one is really saying what that ROAS goal is.”

With the Attain data, “we’re able to see how much ROAS can be attributed to that campaign or that advertiser,” he said.

Attain provides live, verified purchase data that it pulls from several sources on a real time basis. It will enable WunderKIND to shift campaigns to focus on the ad inventory that generates the best outcomes.

A major retailer that WunderKIND declined to identify recently worked with WunderKIND and Attain on a campaign promoting its big annual sale. The retailer was able to quantify the sales impact of its media exposure in close to real time, and the campaign generated $3.1 million in attributed sales and a ROAS of $105, which was 64% higher than the retailer’s benchmark for ROAS.

“It just shows that our media is just more effective than other strategies they have,” Gendelman said, “and how much more incremental revenue we can drive for these campaigns and advertisers.”

WunderKIND’s ad inventory includes a number of interactive formats for connected TV–pause ads, for example–and the data from Attain is being used to evaluate how much those formats contribute to campaigns.

“That's the great thing about this platform. It's ubiquitous across any format,” Gendelman said.

Other research companies provide metrics on click-through rates and video completion rates. Attain is providing the most important metrics to advertisers: attributable sales and ROAS.

“This partnership is about accountability,” said Brian Mandelbaum, CEO of Attain. “Together with WunderKIND Ads, we’re helping brands activate premium audiences and clearly measure incremental sales impact.”

In addition to measuring campaign outcomes, WunderKIND can also use the Attain data for targeting.

“We've definitely dabbled in that space,” Gendelman said. “It's something that will become more and more viable as e-commerce solutions start to take over the ecosystem in general."

WunderKIND will also be studying the effectiveness of the home-page ad units that were touted by set makers like Vizio, Samsung and LG during last month’s NewFront presentations.

Gendelman says WunderKIND is focused on advanced ad formats, particularly as they become increasingly available via programmatic systems.

“It's a prominent placement; it takes up the full screen. Everyone knows all that,” Gendelman said. “What they don't know is the impact of it. That's why we're highly focused on outcomes, but not just outcomes in general. We want to measure specific outcomes that translate back to sales, or whatever that outcome is for the brand.”

The focus on outcomes is likely to turn CTV into more of a performance-oriented channel.

“Going from in-stream to pause ads, to home screen ads to squeeze back ads, and all these new interactive formats coming out, and making them available programmatically, just lends to the narrative that these should be performative,” he said.

WunderKIND is also in the retail media business, refining the analytics for companies’ websites and email marketing.

Working in that space provides a huge amount of transactional data.

“We're just living on this treasure chest of transactional data, but we’re still a little bit a ways away to be able to productize that and get that out into market,” he said.

WunderKIND is hoping to be able to start to offer that data to advertisers later this year.

“They never can get enough transactional data in a way they can overlay it with our inventory,” Gendelman said. “That would be a big win for us and that's how we're going to drive more revenue and more brand equity across the board.”

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Streaming video company JWX said it formed an exclusive arrangement with Quantum Path, which has built an agentic media planning and buying platform for traders.

The pact enables JWX to offer a multi-DSP agentic cross-platform layer that will help agencies and advertisers reduce the amount of time spent building and optimizing campaigns. The system also reduces errors, the companies said.

JWX said the new capability is important because traders today spread campaigns across as many as five DSPs, a process can take an entire day to input.

“Since the invention of the original JWPlayer, JWX has been committed to continuous innovation. Agentic technology is just the newest frontier.” said John Nardone, CEO of JWX.

“For agencies and advertisers, Quantum Path delivers dramatically faster, more accurate campaign execution and control across every major buying platform, without having to replace a single tool they already rely on. Combined with our publisher network and the behavioral signals it generates, advertisers will benefit from increased working dollars and stronger ROI.”

QuantumPath is an agentic platform that uses AI-driven decisioning to automate buyer processes and reduce operational complexity. The platform supports more than 12 of the 14 critical media workflows identified in the IAB’s 2025 State of Data Report—spanning campaign setup, pacing, anomaly detection, optimization and unified reporting, the company said.

“Since April 1, 2025, we’ve supported 233 campaign setups and governed 381 live campaigns across more than a dozen advertising platforms. Partnering with a company like JWX gives us the scale, resources, and global footprint needed to take this capability to the broader market,” said Jeff Hirsch, CEO of QuantumPath.

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Weigel Broadcasting named VideoAmp as its first alternative currency provider.

VideoAmp data can be used in demo and data-driven upfront deals involving Weigel’s nine national TV networks, including MeTV.

“This agreement reflects our continued focus on evolving how we bring our inventory to market,” said John Hendricks, executive VP of Sales at Weigel. “Leveraging the infrastructure and APIs that VideoAmp has made available allows us to integrate advanced measurement and data directly into our existing workflows, giving our advertising partners greater confidence and transparency in how they plan and transact across our networks.”

“By adopting VideoAmp’s measurement and currency capabilities across their full portfolio, [Weigel is] bringing greater precision, flexibility and transparency to buyers and setting a new standard for how independent broadcasters can transact in today’s market,” added Bryan Gorski, chief revenue officer at VideoAmp.