Today’s sophisticated marketer recognizes that the reigning standard for attribution, the last-touch model, under-values the contribution of earlier touch points in driving a conversion. For example, if a consumer saw an online video ad for a product, which in turn led them to do a search for that product, from which they subsequently clicked on a paid search result and purchased the product, the search ad would receive 100% of the credit and the video ad 0%. As this example demonstrates, a simple last touch model would allocate all the credit to the search, and none to the video ad – incorrectly concluding that the video ad is worthless.
My colleague’s recent post on MediaMath’s Pathway Analysis reporting explains the difference between identifying the full pathway of conversions in comparison to a last-touch view. These reports articulate the actual impact of earlier touch points and provide marketers with an opportunity to buy media even more intelligently. However, the enormity of the data from multi-touch attribution models leaves marketers struggling to find a way to apply it to their media campaign while leveraging the inferences hidden in its granularity.
With TerminalOne’s Closed Loop Attribution (CLA) product, marketers can now fully activate the benefits of advanced attribution models on the programmatic RTB exchange. We’ve partnered with leaders in the attribution modeling category, such as Adometry, Convertro, and VisualIQ, which allows MediaMath clients to plug their custom attribution models directly into our multivariate bid prediction algorithm. The Brain, our proprietary algorithm, factors in the advanced attribution insights to determine the best bid price, adjusting the bid for each of the individual 150+ billion daily impressions opportunities available in TerminalOne. With Closed Loop Attribution, a custom attribution model might assign 50/50 credit to the two touch points, and inform The Brain to recognize a video ad, for example, and bid accordingly.
Whether you’re already working with a custom attribution vendor or not, contact your MediaMath representative to learn more about Closed Loop Attribution to begin activating multi-touch attribution insights.