Attribution

Attribution

Attribution in the Real World

‘In the real world ...’ September 28, 2012

Jeff Greenfield, COO & Co-Founder

C3 Metrics

Attribution in the Real World

Digital Confusion

Digital: Last One In Wins DAY 1: Visitor views ad

DAY 2: Visitor search for luxury vehicle’

DAY 15: Visitor clicks on Network Banner

DAY 35: Visitor views TV Ad

10 minutes later: Visitor search for ‘cadillac’

✗ ✗ ✗ ✗ ✓

© 2012 C3 Metrics – All Rights Reserved

NO CREDIT No Credit for Origination or Assisting the Conversion

100% Credit

Schedule Test Drive

Attribution in the Real World

TV Confusion

TV: Also Takes 100% of the Credit DAY 1: Visitor views ad

DAY 2: Visitor search for luxury vehicle’

DAY 15: Visitor clicks on Network Banner

DAY 35: Visitor views TV Ad

10 minutes later: Visitor search for ‘cadillac’

✗ ✗ ✗ ✓ ✗

© 2012 C3 Metrics – All Rights Reserved

NO CREDIT No Credit for Origination or Assisting the Conversion

100% Credit NO CREDIT

Schedule Test Drive

Attribution in the Real World

CMO says: “Which One Worked?” © 2012 C3 Metrics – All Rights Reserved

Attribution in the Real World

C3 Provides Tactical Details

Tactical: Real-Time Optimization

Can’t Get Any Easier Than This!!!! © 2012 C3 Metrics – All Rights Reserved

Attribution in the Real World

The Real World

Attribution in the Real World

1) Perfection Seekers

Attribution in the Real World

“C3 Metrics is the way” - Dead Sea Scrolls

Attribution in the Real World

2) Investigators

Attribution in the Real World

Attribution in the Real World

2 Major Fears Now Driving Adoption

Attribution in the Real World

68%

Digital Ads Not Seen

Attribution in the Real World

Shift from a “served” to a “viewable” impression standard

© 2012 C3 Metrics – All Rights Reserved

Attribution in the Real World

Viewable Impression

Ad Requested

In-View for 1 Second

Ad Server Ad Delivered & Fully Loaded VIEWABLE IMPRESSION 

Measured at browser



Once ad has fully loaded



And …. 1 Second in-view

© 2012 C3 Metrics – All Rights Reserved

Browser FULLY LOADED AD

Attribution in the Real World

Brands don’t want to pay for ads which are never viewed

✓

Change: Viewable Impressions becoming the standard on the ‘buy side’.

Attribution in the Real World

Ad in View

Ad Not in View

Site Visit for Zip Code Lookup

Attribution in the Real World

Ad in View

Ad Not in View

Advertiser Pays

No Payment

Site Visit for Zip Code Lookup

Attribution in the Real World

Ad in View

Advertiser Pays Yes - View Cookie

Ad Not in View

No Payment Yes - View Cookie

Site Visit for Zip Code Lookup

Attribution in the Real World 1) In View

2) No View

Advertiser Pays

No Payment

Yes - View Cookie

Yes - View Cookie

WHO GETS CONVERSION CREDIT?

Attribution in the Real World

Ad in View

Ad Not in View

Advertiser Pays Yes - View Cookie

No Payment Yes - View Cookie

Site Visit for Zip Code Lookup

NOT IN VIEW WINS

Attribution in the Real World

Digital Conversions Are ‘Last View’ Cookie-based, not Viewability based

Attribution in the Real World

✓ ✗

1) Skipped Non-Viewed Ads 2) Correct conversion credit

Attribution in the Real World

Smart CMO’s don’t want to give credit to unseen ads.

✓

Change: Viewable Conversions becoming the standard on the ‘watch side’.

Attribution in the Real World

Viewable Impressions

stairs

Full-Funnel Attribution

Viewable Conversions