Oh, the Placements You’ll Sow

Nov 3, 2011  |  By Civilian  |  

Oh, the Placements You'll Sow

Fully sowing online placements requires intelligent attribution models.

Oh, the placements you’ll sow
on websites, you know.

It starts as a pitch,
a new business itch.

You’ll get the campaign brief
and turn through each leaf,
scheming up plans
to meet the demands.

Jumping online as fast as you can,
pulling up sites for a quick scan.

You’ll remember KPIs
so you can maximize buys.

You’ll upload creative and traffic out tags,
doing so swiftly and avoiding all snags.
As impressions start building, your hopes remain high
that conversions will pile straight up to the sky.

But then you’ll give credit to every last click
when they might mean as much as a lick.

Your client will look through your report,
shocked by returns from dancinghamsters.net.
Searching for answers, you’ll kindly retort,
“That placement appears to be a safe bet.”

But deep down you know something is off.
You scramble for data, tables, and charts
for so long that your mind simply gets lost.

“You can get so confused
that you’ll start in to race
down long wiggled roads at a break-necking pace
and grind on for miles across weirdish wild space,
headed, I Fear, toward a most useless place.
The Waiting Place…” -Dr. Seuss

Despite promise of metrics and tracking,
the growth and advances in algorithm talk-smacking,
you’re stuck giving credit and cash
to networks and sites not worth a canned hash.

Simple URL tagging and old methods will fail
to answer the hard questions
like how many impressions before each sale.

So we can keep idle and guessing
and give poor placements our blessing,
or we can connect and contribute
and find a new way to attribute.

“Your mountain is waiting.
So… get on your way!” -Dr. Seuss

By AdEase

Avoid wasted impressions and online ad spend

Poorly tracked online campaigns can result in wasted impressions and ad spend. Strategic planning, a mix of automatic and manual optimization, and path-to-conversion tracking help AdEase make the most of your online spend by serving ads to the most qualified audience and ensuring that credit is given where it is due.

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