Ops market NYC 4/18/2012 The Truth About Retargeting
Feb 22, 2016
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