DataXu MarketPulse: Targeting vs. Scale – It Doesn’t Have to be a Tradeoff


Today, we released our fifth MarketPulse newsletter, a regular publication utilizing DataXu’s proprietary data to uncover and reveal interesting trends in digital advertising.  This month’s issue examines targeting and its impact on the scale and performance of a campaign. The full pdf is available here and below is a snapshot of the research.

DataXu MarketPulse: October 2010

“Targeting vs. Scale – It Doesn’t Have to Be a Tradeoff”

DataXu’s Advanced Analytics Group studied 14 campaigns across industry verticals including Auto, Software, Finance, and Education. These campaigns were based on agency media plans that featured varying levels of targeting, including by site, context, demographics, location, and consumer behavior.

performance chart

The data¹ indicates that campaigns with more targeting in the media plan not only produce a lower volume of conversions, but also worse CPA performance.  Indeed, fewer targeting parameters (1-2) drove 3X better scale and 2.7X better performance than campaigns with more parameters (4+).

Impact of targeting on volume and performance

Key take-aways:

  • For campaigns with few targeting parameters on the media plan, action volume was 47 percent above goal, and CPAs were 55 percent above goal.

  • For campaigns with many targeting parameters, action volume was 50 percent below goal, and CPAs were 40 percent below goal.

For the full MarketPulse report, you can download the pdf here: DataXu MarketPulse_Targeting and Scale_October 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.