The Truth About Retargeting

Ops market NYC4/18/2012

The Truth About Retargeting

• THE MOST PREVALENT FORM OF BEHAVIORAL MARKETING IS RETARGETING

• RETARGETING OCCURS WITHOUT YOUR KNOWLEDGE

• YOUR ATTRIBUTION METHODOLOGY MAKES RETARGETING THE MOST VALUABLE OPTIMIZATION SIGNAL IN DIGITAL MEDIA

• MULTIPLE RETARGETING PROVIDERS INFLATE YOUR COSTS IN THE CURRENT MEDIA ENVIRONMENT

2.Pixel on webpage places a cookie on the user’s browser

1.Users visit the

Advertiserwebpage

3.Media Provider finds users with that cookie on their browser

4.Ads placed on

content to pixeled users to drive them back

to the site

Retargeting Is Everywhere

Last Action Attribution: A False Positive?

Attribution And Viewable Perversion

• My company's research suggests that pages below the fold are two times more likely to receive attribution credit than pages above the fold.

• If advertisers are measuring solely on last view-through attribution, optimization algorithms will gravitate to– Domains that only serve below-the-fold placements

– If their algorithm uses ATF/BTF as an attribute it will actually pay a premium to place an ad below the fold

Attribution Model – The Problem With The Traditional Last Impression Model

Attribution Model – Alternative Measurement

• Select 1M random audience IDs

• Calculate probability of random to show up on conversion page over 30 day period

• Calculate probability of targeting tactic to show up on conversion page over 30 day period

• Calculate the lift value of the targeting tactics vs. random

Attribution Model : Alternative Measurement Model

Not concerned with – Should Vendor A get credit but should anyone get credit

Campaign Results – Lift from Random to Conversion

Campaign Results With Retargeting

Unified Platform

Standard competittion

Heavily competitive

0% 20% 40% 60% 80% 100% 120%

100%

60%

10%

Benchmark Conversion Discrepancy Expectations - DFA/Platform

Typically, the seven (7) stages of grief are described as:

1. Shock or Disbelief2. Denial3. Anger4. Bargaining5. Guilt6. Depression7. Acceptance and Hope

The 7 Stages of Grief

Conclusions

• Retargeting tactics are an extremely strong signal

• Retargeting tactics steal credit from non retargeting tactics

• Alternate forms of targeting drive users into the retargeting line items and need to be measured in separation from Retargeting

Conclusions