CEO and co-founder of Quantcast, Konrad Feldman makes the argument that current ad measurement schemes work against advertiser’s best interests.
He posits that click-through rates are an unreliable proxy for interest in a product and because they have become an “engine for fraud” by incenting phony, bot initiated clicks, they are often misleading.
Last Touch is a newer standard for measurement. Without RTB it is wholly unreliable, but with RTB in the mix redirecting becomes more reliable. Feldman says, “Retargeting does contribute value, but our current system dramatically overstates that value. It confuses a correlated relationship with a causal one.”
Short-term credit vs. lasting consumer engagement is another result of last touch. It rewards ad delivery, but not customer experience. The result is ad clutter because a content page with many ads will tend to get a last touch while the page with fewer ads may get fewer last touches, but will deliver more user satisfaction.
Give credit where it’s due by splitting credit for a conversion. “Assign a fraction of the ad shown to a converter before their first visit to the site (i.e., ‘last touch before first site visit’).” This kind of splitting credit may not be the perfect solution, but it moves away from retargeting to game the system. Source: AdWeek