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> The reason a more complicated retargeting was created is proof that there is value in it, for advertisers I'd argue the value was in it for media buyers. A l
by wastedhours 6y ago
> The reason a more complicated retargeting was created is proof that there is value in it, for advertisers
I'd argue the value was in it for media buyers. A lot of retargeted inventory is spent targeting people who are going to come back anyway. The agency then spins the numbers and presents it as if they were the only step in the process.
Some even take it a step further and conflate their retargeting with their prospecting numbers - there's a lot more uneducated advertisers out there for agencies to rip-off than educated ones.
Other than your standard ecommerce flows, online advertising is still an area of very murky attribution.
- shostack 6y agoWhich is why tools and reporting for incremental lift analysis need to be more widely used. It doesn't help that there are walled data gardens complicating things either.
- wastedhours 6y agoEspecially when your dashboards are prepared by the buying agency - always request the raw data behind the scenes. If it takes them a while to find it, there's perhaps a reason...
- shostack 6y agoFor sure. Although never attribute to malice what can be attributed to messy spreadsheet exports and databases cobbled together with shoestrings, gum, and vendor swag.
- wastedhours 6y agoOh definitely, but often you're paying them a pretty penny to have it all together, they might not be deliberately BSing you on the data, but they've probably BS'ed you before that they would have the data.