Comparison Analysis

Protocol Access vs Retargeting

1 to 1 IP Targeting

-Able to target at the individual household IP level.
-IP targeting to insure quality, only match household to IP with very high confidence.
-One ad to hit your target

Target Recent Web Site Visitors

-Targets only recent visitors to your web site using cookies
-They may or may not have a preconceived interest, but limited scope compared to working all lead sources

100% Cookie Free

-No cookie use vastly reduces the threat of content being seen by non-human traffic, -No cookies means ads not blocked

Use of Cookies

-Reuters 2015 Digital Advertising Survey found 47% of Americans have ad blocking software
-Cookie use subject to ad fraud and content seen by non-human traffic

Control and Offline Data

-Start with any list, internal or external, discover demographics/ preferences with little guessing
-Control daily frequency, day parts, length of campaign and any date range in database

Online Data/No Control

-Uses cookies to guess the person’s demographics and preferences.
-Control over frequency is lacking and leads to complaints of over-kill -Control over list is lacking

Matchback-Analysis

-Provides a tangible and accurate ROI by cross-referencing the target list with sales records. All without the use of UTM codes, conversion pixels or retargeting

SVA Report

-Performance is measured by CTR and/or conversion pixels.
-Can only be linked to online sales, incomplete sales attribution. –Difficult to quantify results