Online advertising, and especially its bulky older brother, “programmatic,” are darlings of the digital marketing world. Even folks who typically focus on the content and SEO side are dipping into the implications of bot-driven ads. The ability to deliver highly targeted display ads and sponsored content to key consumer segments, with (literally) super-human speed and precision sounds like the data-driven answer businesses have been waiting for since the dawn of “personas.” But what if there’s something wrong? Not with programmatic, but with the system itself: the vehicle on which ads arrive on consumers’ desktops and phone screens? For many niche and local publications, plans for profitability already feel tenuous; if a startup with $132 million in the bank and a network of incredible talent can’t foresee sustainability in digital ads, what do the next few years look like for the little guys? The Medium move Earlier this month, Ev Williams, … [Read more...] about What does Medium.com’s profit model pivot say about the future of online advertising?
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Search Results (SERPS) are no longer about showing pages that are ordered by rankings for a query term. A Google paper shows us a different way of thinking about them in our age of structured Snippets and featured snippets mixed with URL search results. The paper is: Incorporating Clicks, Attention and Satisfaction into aSearch Engine Result Page Evaluation Model by Aleksandr Chuklin, Google Research Europe & University of Amsterdam and Maarten de Rijke, University of Amsterdam Search engine results have gone through some significant changes over the past couple of years. A paper from the CIKM’16 conference in October 24-28, 2016, recently published on the Research at Google pages describes some of the user behavior that may take place around search results. The benefit that the paper brings us is that it describes: In this paper we propose a model of user behavior on a SERP that jointly captures click behavior, user attention and satisfaction, the CAS model, and demonstrate … [Read more...] about A New Search Results Evaluation Model from Google
Attribution is important, no matter your industry or your buying cycle. As more attribution models are created, it becomes more difficult to understand which one is the right one, and it seems that conversations about attribution models tend to occur with the expectation that each person has chosen a camp and believes in one particular model. The reality, though, is that no single attribution model can be the standalone source of truth — because no single attribution model can paint the full picture. Part of the reason that attribution models are so difficult to agree on is what they are designed to do: to determine what is adding the most value. Each person, team or agency is likely to be partial to the attribution model that gives the most credit to their work. Obviously, if you bring your team — or your agencies — into one room to agree on an attribution model, you’ll make them very uncomfortable. So how can you decide which model to use? The truth is that … [Read more...] about Choosing an attribution model: When, not which
In a continued effort to offer more educational resources for students and teachers, Bing has rolled out new specialized searches in a number of areas, including constellations, molecules, royal ancestries and citations. The site has also incorporated the “World of Word” game into search results and a virtual Rubik’s Cube. Here’s a quick hit list of the education-themed search features Bing rolled out yesterday: Constellation searches: A query for “constellations” or a specific constellation name now returns Bing’s interactive constellation viewer at the top of the search results. Using location technology, the constellation tool will display whatever stars and constellations are currently above or below the horizon Molecule searches: Bing has launched 2-D models for any molecule query. Searches for molecules like methane (shown below), C4h2 molecule or h2o molar mass will return the interactive 2-D representation of the molecules at the top of … [Read more...] about Bing’s latest search features include a look at the stars, molecule models & virtual Rubik’s Cube
Last-click attribution has been the default for digital marketers since the beginning of time. It’s easy, it’s tangible, it’s close to the finish line, and in general, it makes us PPC managers look great. And that’s the problem. Let’s face it — the last-click metrics we’ve been operating on for years have been greatly over-assigning credit to the last interaction. Think about it from a sporting perspective. We all love watching Usain Bolt close out a relay race by sprinting 30 miles per hour, but could he win the race if his team drops the baton? I personally love watching Jordan Speith drop putt after putt in every golf tournament that he plays in (maybe I’m the only one…), but does that matter if he hit his first two drives out of bounds? (In my golf world, that works just fine — but that’s a story for another day.) You get the point: Last-click is wrong. Unfortunately, first-click attribution is wrong as well. So is … [Read more...] about What’s the best attribution model For PPC?