A Guide to Prospecting with Programmatic Advertising

ADVERTISE
HOW TO
MEASURE
PERFORMANCE
The Consumer’s
Path to Conversion
No individual path is the same, but there is
a clear point of delineation to separate the
data from the upper and lower phase—the
first website visit.
By incorporating the first site visit as a point
of measurement, marketers have the ability
to definitively distinguish between ads that
were served as prospecting or retargeting.
We also know how many ads were being
delivered in each phase by every vendor
on a marketing plan and how effective
each partner is at prospecting new visitors
to the site that eventually convert. This
measurement methodology not only
gives insight into the true prospecting
and retargeting, but it also shifts your
partners from a competitive relationship
to a collaborative partnership between
the two efforts.
This is how you properly balance your funnel
and create an inclusive partnership between
the two distinct marketing tactics.
© 2016 Quantcast
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