Since the beginning of advertising itself, attribution — the science of measuring advertising effectiveness — has challenged marketers. Digital advertising promised increased accountability, but the ability to measure every ad impression created a barrier of complexity for marketers looking to properly understand and evaluate their digital advertising investments. In our last article, we looked at […]
Scanning the agendas at this year’s search trade shows as well as popular articles on the industry’s leading search websites, it is apparent that display advertising via real-time bidding (RTB) is rapidly gaining attention in the search advertising community. According to IDC, the RTB market was $3B in 2012 and is projected to reach $14B […]
The path from clicking a search ad to a conversion — buying a product, downloading a brochure, locating a store — is well understood and widely accepted today. Because a search ad relates to an intent expressed by the person doing the search, click-through rate serves as a good proxy for conversion, and cost-per-click (CPC) […]