Google's announcement appears to be another walled garden move that will over-attribute results to them.
I’m sure many of you have heard about Google’s new attribution offering as there has been much buzz about it lately – but don’t be fooled as this is not a silver bullet for auto dealers – in fact, FAR from it. Let me explain:
Last Tuesday, Google announced an integrated reporting feature named Google Attribution. According to Google, this feature will integrate Google Analytics, AdWords and DoubleClick reporting, shifting from their past attribution model of last-click, to a multi-touch attribution model called, “data-driven attribution.”
Google just announced plans to integrate a native ad blocker into its Chrome browser.
In the great wide world of online, display ads are everywhere. Top of the page, right, left, bottom – and, sometimes even popping up and floating in your face. Many consumers find these ads intrusive, especially when they are irrelevant. So, they simply ignore them – or, stop visiting the sites on which they appear.
In fact, consumers have become so annoyed with these ads that some entrepreneurs created a whole industry around getting rid of them – ad blockers. And these software companies have caught on fire -- as of the end of 2016 there were an estimated 615 million devices using ad blocking software to help consumers avoid seeing ads, according to an article in Business Insider.
While this is all well and good, it presents a huge problem for display advertisers. How do you know when your ad is being displayed or blocked? Well, Google, the world’s biggest web advertising company, has the answer. The company just announced plans to integrate a native ad blocker into its Chrome browser. READ MORE »
Get a sneak peak inside some of Clarivoy's newest developments!
[caption id="attachment_470" align="alignright" width="300"] Rick Otten, Principal Data Architect at Clarivoy[/caption]
Q: I understand you’ve just integrated a new attribution model into Clarivoy’s TV Analytics dashboard. What is the new model called and how is different from the others in the dashboard?
A: We’ve added a “Linear Time Decay” series of models to the TV Analytics dashboard. After a spot runs, we assign credit for the inbound web traffic following the spot for a certain amount of time, which we call a ‘response window’. The other models consider all of the traffic within the window equally - whether the response is seconds after the TV spot ran, or seconds before the window ends. The Linear Time Decay model assigns diminishing importance to the web responses as they get further and further in time from when the TV spot aired. This model follows a straight line from full credit up to one minute after the start of the window, to zero credit at the end of the window.
“Linear Time Decay” models added to Clarivoy's award winning TV Analytics solution
Columbus, OH, May 3, 2017– Clarivoy, the automotive industry’s leading provider of Multi-Touch Attribution, today announced it has added a series of “Linear Time Decay” models to the dashboard for its proprietary TV Analytics solution.
Named the winner of the 2016 DrivingSales Innovation Cup Award for the Most Innovative Dealership Solution of 2016, Clarivoy’s proprietary TV Analytics solution stringently maps online traffic to TV ads, matching advertising spot data with website visitors and granting advertisers a transparent snapshot of which TV ads truly influence sales. With the new integration, after a spot runs, credit is assigned for the inbound web traffic following the spot for a certain amount of time, termed a ‘response window.’
While other models weight all the attributed responses within the window equally -- whether the response is seconds after the TV spot ran, or seconds before the window ends -- Clarivoy’s Linear Time Decay model assigns diminishing importance to the web responses as they get further and further in time from when the TV spot aired. It follows a straight line from full credit, up to one minute after the start of the window, to zero credit at the end of the window.