Digital Gabe
Cutting Edge Commentary On All Things Media

Taking Attribution To The Extreme

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These days attribution is more important than ever in Digital marketing.  If brands can figure out which ad unit drove the purchase they can double down on that publisher while scaling back on less effective vendors.  With that in mind there’s a fascinating experiment taking place in the UK right now involving Honda.  According to the attached Digiday link during March Honda/UK will only transact on a CPV (cost per visit) to a physical dealership.  They’re using a third party data company called Rippll that can track mobile devices (and their MAIDs) which come into dealerships, and then compare the mobile ads ran on those devices over a 14 day lookback window.  Tracking like this already exists in the US, but you never see major brands switching from CPM or CPC billing models to all CPV.  The outcome of the test will have ramifications.  Obviously publishers with lower CPVs (so more store visits relative to ads run), will start to see more spending at the expense of higher CPV sites.  But then I wonder how Honda will still keep a branding presence up across all sites (especially the mid to upper funnel ones), and how they’ll apply these metrics to non-trackable broadcast advertising.  Should be interesting to watch.

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