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by phh
1701 days ago
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I agree that I'm being snarky, sorry about that. However, I do think your points are moot, and my real understanding of targetted advertisement is that attribution is required only to steal the attention of the people paying for the ads, because unique attributions means you can send new numbers every single day, or even make a new mail at every conversion. So in my understanding, losing attribution only reduces ad buyer's attention, but it doesn't actually decrease effectiveness. Edit: But I totally agree that I have a very poor understanding of advertisement, so I'm genuinely interested in hearing more |
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- Creative: also known as "brand awareness". Keep the given brand top-of-mind for as many prospects as possible. The hope is that they will then choose products under the given brand at some future opportunity. This is the type of advertising that Coke ads are. They aren't attempting to get you to buy a Coke right now; they are trying to brand "buy coke, it makes you happy" on your brain.
- Directional. These ads are trying to get you to do something as soon as possible. One obvious example is the annoying "you just looked at this thing, still want to buy it?" ads that follow us all around online. Presumably these ads are somewhat effective, otherwise they wouldn't exist.
From this perspective, removing attribution barely effects creative advertising. On the other hand, it is obviously quite destructive for directional ads. Whether this is a good thing is arguable; I personally find the desired objective of "creative" advertising to be more disturbing.