Comments on: Display Advertising Uncensored Event Looks At DSPs, Publisher Solutions And More http://www.adexchanger.com/events/display-advertising-uncensored/ Digital media optimization news and discussion website. Fri, 10 Feb 2012 23:33:42 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Jeff Greenfield http://www.adexchanger.com/events/display-advertising-uncensored/#comment-6367 Jeff Greenfield Thu, 13 May 2010 00:45:54 +0000 http://www.adexchanger.com/?p=20769#comment-6367 So Sorry Jonathan ... but don't expect Google to solve this problem for you. If they did .. they would see income drop by as much as 80% .... Display folks all know what C3 Metrics research has found ... majority of paid search conversions are purely navigational in nature. Google simply cannot afford to solve this one for you. So Sorry Jonathan ... but don't expect Google to solve this problem for you.

If they did .. they would see income drop by as much as 80% ....

Display folks all know what C3 Metrics research has found ... majority of paid search conversions are purely navigational in nature.

Google simply cannot afford to solve this one for you.

]]> By: Jonathan Mendez http://www.adexchanger.com/events/display-advertising-uncensored/#comment-6349 Jonathan Mendez Wed, 12 May 2010 13:45:30 +0000 http://www.adexchanger.com/?p=20769#comment-6349 Attribution is baked into your ROAS. Startups can try all they want to tackle this problem but you need the footprint and technology that Google has in order to do this effectively so it's actionable and can incrementally effect ROI. That of course is why Google is already far ahead in this area - I suggest display folks take a look at Search Funnels feature in AdWords for proof. It's only a matter of time before Google does this for display and uses it to take more demand side share. Attribution is baked into your ROAS. Startups can try all they want to tackle this problem but you need the footprint and technology that Google has in order to do this effectively so it's actionable and can incrementally effect ROI. That of course is why Google is already far ahead in this area - I suggest display folks take a look at Search Funnels feature in AdWords for proof. It's only a matter of time before Google does this for display and uses it to take more demand side share.

]]> By: togilvie http://www.adexchanger.com/events/display-advertising-uncensored/#comment-6348 togilvie Wed, 12 May 2010 13:45:14 +0000 http://www.adexchanger.com/?p=20769#comment-6348 This is exactly right. Attribution is relatively easy - the trick is getting someone to pay you real dollars for it. This is exactly right. Attribution is relatively easy - the trick is getting someone to pay you real dollars for it.

]]> By: Josh McFarland http://www.adexchanger.com/events/display-advertising-uncensored/#comment-6344 Josh McFarland Wed, 12 May 2010 03:51:36 +0000 http://www.adexchanger.com/?p=20769#comment-6344 Attribution strikes me as a problem that everyone wants solved (esp. ad vendors) and no one's willing to pay for. Take a given online retailer... they aren't interested in being more "fair" in their allocations of attribution; they want incremental revenue. And it's not until you solve the problem of both attribution and the redistribution of marketing dollars under a single platform that you bring more conversions... and get paid for your efforts. Attribution strikes me as a problem that everyone wants solved (esp. ad vendors) and no one's willing to pay for. Take a given online retailer... they aren't interested in being more "fair" in their allocations of attribution; they want incremental revenue.

And it's not until you solve the problem of both attribution and the redistribution of marketing dollars under a single platform that you bring more conversions... and get paid for your efforts.

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