Marketers receive reports showing who visited the sites (with PII removed), including attribution back to the served ad. It’s done with a B2B angle, tying in features like lead-scoring for the marketers.
But MultiView doesn’t reveal its margins, and clients won’t know how much was actually spent on media. It shows clients impression volume, but not the CPM.
This precludes them from applying attribution to some common marketing metrics, like cost per lead, but perhaps that doesn’t matter. For these marketers, “an inbound lead summary is priceless,” Maitland said. “The impressions are the heart of the deliverable, but we’re doing so much for them that you can’t isolate the cost of the impression or click.”
Those extra offerings distinguish MultiView’s offering from, say, a Google Display Network campaign.
MultiView encourages its clients to invest in search marketing, but not self-serve display. “We will always beat a self-service campaign, because they don’t have the efficiencies we have,” Maitland said.