Demand Gen operates under a model of fractional credit that challenges traditional attribution, acknowledging that multiple platforms contribute to conversions, contrasting with how social platforms often over-attribute.
The inefficiency of brokered data stands out, as it often remains outdated and inaccurately represents individuals, in stark contrast to the precise user profiles that Google, Amazon, and Apple maintain.
This shift towards fractional attribution in Demand Gen highlights the need for advertisers to reassess their performance metrics, especially when comparing it to Meta's Advantage+ Shopping Campaigns.
The Trade Desk's development of a TV OS indicates a strategic move to directly compete against established players like Roku and Google TV, diversifying its advertising reach.
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