# Optimising and measuring advertising performance

To remedy this, we show you how to leverage the reconciliation capabilities of our solutions.

Here, you will learn how to unify your conversion flows around a unique identifier to feed the optimisation algorithms of Smart AdServer and Gamned.

#### **Benefits:**

* **Real-time optimisation:** Thanks to the reconciliation of our solutions, you can provide your partners with comprehensive conversion signals (web + store), enabling immediate bid adjustments.
* **Incrementality measurement:** You can accurately assess the contribution of each lever by linking ad exposures to actual sales, without being limited by third-party cookies.
* **Dynamic audience segments:** You can maximise your ROAS by creating performance segments that are self-fed by your additional event data for ever more refined targeting.