Comparison Analysis

Four Internet Targeting Vehicles

AttributesProtocol AccessRetargetingPay Per ClickGeo Sensing
Use cookies – ads can be blockedNoYes*Different kind of cookies*Yes*
Subject to Ad FraudMinimalYesYesYes
Subject to ads being seen by non-human botsMinimalYesYes, traffic arbitrage and click farmsYes
Direct one to one IP targetingYes, every viewer of ad is a potential buyerUpfront cost lower than Protocol Access, but PA’s direct hit on a target leads to lower cost per sale- more effectivePrices constantly increasing and successful bid depends on more than $ – quality score, relevance and lack of negativityNo, have to place ads in all 4, 8 or 12 homes in the group to hit your one target. PA – one ad one target
Cost effective pricingYes, most often leading to reduced cost per saleUpfront cost lower than Protocol Access, but PA’s direct hit on a target leads to lower cost per sale- more effectivePrices constantly increasing and successful bid depends on more than $ – quality score, relevance and lack of negativityNo, have to place ads in all 4, 8 or 12 homes in the group to hit your one target. PA – one ad one target
Use offline data to reduce risk of ad fraud and non-human viewingYes, any list with last name, address, zipNo, online dataNo, online dataNo, online data
Target any lead source in your databaseYes, with last name, address and zipNo, only past visitors to your web siteNo controlNo control
Winning back former customers campaign possibleYes, choose any date range in databaseNoNoNo
Converting unsold leads (already paid for) in database campaign possibleYes, choose any date range in databaseNoNoNo
Control day parts for ads for more accurate targeting YesNoNoNo
Control daily frequency for more effective targetingYesNo and often have complaint of too many ads in a day and feel negative toward advertiserNo, passiveNo
Quantify results with comparative effectiveness and ROIYes, Quantifies a tangible and accurate ROI by cross-referencing target list with sales records.No, performance only measured by a click through rateNo, performance only measured by a click through rateNo, performance only measured by a click through rate