As advertisers, our main goal is to maximize the effectiveness and value of our advertising budget. It was our goal yesterday, it is our goal today, and it will be our goal tomorrow. But how do we successfully accomplish this feat when it comes to online display advertising, where even a million dollar spend can be a drop in the bucket if not spent correctly?
Attribution is one of the biggest question marks in Digital Marketing. Who gets the credit for a purchase? How are they claiming the credit? Are these purchases being double counted? Triple counted? Trying to answer these questions can pull you into a rabbit hole of confusion and frustration. These conversations normally end in arguments about first touch or last touch and view through or click through. I think we need to rethink how we measure and utilize attribution, especially across marketing channels.
A forefront advantage of programmatic ad buying is the ability to shop at multiple ‘stores’. It gives us the ability to shop for high valued inventory and users. This high value user will increase your return but there is a balance between what the value the user is expected to be worth and how much of your ad budget you are expending on this audience.
What tools provide you to find a high value user?