Cross-channel measurement and optimization: Targeting mobile app usage to increase desktop brand engagement
Gilad Barash, Brian Dalessandro, Claudia Perlich, Lauren Moores and Troy Raeder Dstillery
Abstract
In this whitepaper we argue the fallacy of using mobile clicks for optimization or measurement of performance in mobile advertising. We provide evidence that the primary driver of mobile ad clicks is inventory hosting the ad, and that conditional on inventory, there is little correlation between CTR and the brand. Additionally, we propose an alternative methodology for targeting mobile impressions for an advertising campaign. We show that a particular user's mobile app usage...