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The Truth About Retargeting: Insights on Attribution and Behavioral Marketing

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Retargeting has become the most prevalent form of behavioral marketing, often without user awareness. Understanding its impact on attribution methodology is crucial, as it serves as a valuable optimization signal in digital media. However, multiple retargeting providers can inflate advertising costs. Research indicates that last-action attribution may misrepresent effectiveness, especially with below-the-fold ads receiving undue credit. This analysis explores alternative measurement models and the pitfalls of traditional attribution, emphasizing the need for clear separation in campaign evaluation.

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The Truth About Retargeting: Insights on Attribution and Behavioral Marketing

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  1. The Truth About Retargeting Ops market NYC 4/18/2012

  2. 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

  3. 3.Media Provider finds users with that cookie on their browser 2. Pixel on webpage places a cookie on the user’s browser 4.Ads placed on content to pixeled users to drive them back to the site 1.Users visit the Advertiser webpage

  4. Retargeting Is Everywhere

  5. Last Action Attribution: A False Positive?

  6. 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

  7. Attribution Model – The Problem With The Traditional Last Impression Model

  8. Attribution Model : Alternative Measurement Model • 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 Not concerned with – Should Vendor A get credit but should anyone get credit

  9. Campaign Results – Lift from Random to Conversion

  10. Campaign Results With Retargeting

  11. The 7 Stages of Grief • Typically, the seven (7) stages of grief are described as: • Shock or Disbelief • Denial • Anger • Bargaining • Guilt • Depression • Acceptance and Hope

  12. Conclusions 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

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