The document discusses various concepts related to digital advertising attribution and optimization. It covers attribution models like last click, even, and algorithmic attribution. It also discusses negotiating cost per acquisition budgets to include multiple media channels. Additional topics include measuring ad effectiveness over different time periods, improving quality score while increasing profit, and focusing paid search creative on profit rather than click-through rate alone. The document contains polls to gauge reader perspectives on attribution, negotiating budgets, affiliate marketing, and paid search optimization metrics.

1. 1 Attribution’s Other Actionable Benefits

2. 2 Clear’-Sale’ing (klir sāl ing) n. 1. an advertising analytics technology company built on attribution management v. 1. continually improving the incrementality, profitability and diversification of digital advertising campaigns

3. 3 Forrester Wave on Interactive Attribution The definitive leader in: Current offering Product strategy Management team Corporate strategy

4. 130+ Active Advertisers on the Platform 4

5. Attribution as an Evolution 5 Display (Impression) Social Media Branded PPC Retargeting Closer Introducer Influencer Influencer LAST AD 0% 0% 0% 100% EVEN 25% 25% 25% 25% EVEN + EXCLUSION 33% 33% 33% 0% PATTERN 35% 25% 25% 15% ALGORITHMIC 47% 17% 15% 21%

7. Even

8. Even + Exclusions

9. Pattern

10. Algorithmic6

11. 7 Attribution’s Other Actionable Benefits

12. 8 Display Advertising

13. Negotiate C in CPA 9

14. Given a Window of Time for A 10

15. 11

16. 12

17. 13 $ August 1, 12:26pm August 1, 12:36pm August 1, 12:46pm 10 minutes 10 minutes

18. Why we feel cheated 14 $ July 3, 12:26pm August 3, 12:36pm August 3, 12:46pm 30 days 10 minutes

19. The shelf life of a banner impression? 15 Average excluding Other = 15.32 days *Some responses were given in hours. Those were converted into fractional days and then calculated into the averages

20. Why we feel cheated 16 $ August 3, 12:26pm August 3, 12:36pm August 3, 12:46pm 10 minutes 10 minutes

21. Reach 17

22. 18 70%

23. 19 80%

24. 20 90%

25. 21

26. Negotiate C and A in CPA 22 You the advertiser The ad network

27. 23 100% August 1, 12:26pm August 1, 12:36pm August 1, 12:46pm 0% July 3, 12:26pm August 3, 12:36pm August 3, 12:46pm 50% August 3, 12:26pm August 3, 12:36pm August 3, 12:46pm

29. No24

30. 25 Affiliates

32. Too Little

33. Just Right

34. We Don’t Do Affiliate Marketing26

35. 27

36. 28

37. 29

38. Double Dip 30

39. Affiliates as Closers 31

40. Affiliates as Introducers 32

41. 33

42. 34 Cross Sell/ Up-sell

43. Cross Sell/ Up-sell 35 Revenue - Cost of Goods Sold (COGS) - Cost of Advertising - Tax - Shipping - Discounts = Profit

44. COGS 36 What goods were sold?

45. 37 People that buy Ping irons often buy FootJoy brand golf shoes…hmmm

46. 38

47. 39

48. 40

49. 41 Up-Sell Opportunity

50. 42 Latency

52. One day

53. One week

54. Longer43

55. 44

56. 45 1 4 5 3 2 SEARCH $ 9 8 7 6

57. 46

58. 47 Lower Quality Score and Increase Profit

59. What’s good for the Google is not always good for the gander 48 A B C

60. What’s good for the gander is good for the Google 49 A B C

62. The Gander (you)50

63. 51 Questions?