Today, we released our fourth MarketPulse newsletter, a regular publication utilizing DataXu’s proprietary data to uncover and reveal interesting trends in digital advertising. This month’s issue compares exchange targeting strategies – Audience Targeting, Retargeting and Optimization – to find the real cost of the media.
The full pdf is available here: DataXu MarketPulse_Exchange Trading Strategies_September 2010 and below is snapshot of the report.
DataXu MarketPulse: September 2010
“Comparing Exchange Targeting Strategies: Following the Crowd Will Cost You”
- The cost of media for Optimized ROE is 1.2X more expensive than media for general ROE buys
- The cost of media for Audience Targeting is 3X more expensive than ROE (but effectiveness as measured by CPA was 2.7x better for Optimized ROE than for Audience Targeting)
- The cost of media for Retargeting is on average 3X more expensive than ROE
For the full MarketPulse report, you can download the pdf here: DataXu MarketPulse_Exchange Trading Strategies_September 2010
DataXu’s MarketPulse explores the data that defines today’s digital advertising marketplace. Sign up here to have future MarketPulse newsletters delivered directly to your inbox.