Join or Die: Digital Advertising in the Age of Automation

You can also choose to pay for conversions instead of clicks on Smart Display campaigns that use Target CPA bidding.

Many websites are set up in a way that leads to a higher conversion rate on desktop. Therefore, advertisers are willing to pay more for desktop traffic, thus increasing the market rate for that click.

It is likely that ad recall on YouTube skips is so powerful because, in order for a user to skip the ad, they have to actively engage with

As we discussed in Chapter 3, automation has changed all of this. We should no longer assume that bottom-funnel search terms are more valuable than top of funnel search terms. However, this traditional approach is still useful for many accounts.

all advertising falls into one of two buckets—Prospecting or Retargeting.

In every case, allowing machine learning algorithms to process as much data as possible improves liquidity.

Your primary responsibility now is to have a deep understanding of how platform algorithms work and to guide the machine in achieving your client’s goals.

Imagine that you were a human algorithm who needed to take all this knowledge (data) and translate it into a strategy. How would you create your own set of rules to test and refine over time?

Behavioral targeting has less to do with the medium and, instead, relies on customer behavior to determine the timing, placement, and audience of an ad. This placement favors the who.