An Upgrade for the Ad Industry: Clickstream-Based Campaign Optimization
Clickstream-based campaign optimization provides a major upgrade to how ad industry players optimize their ad campaigns. You can read all about why and how clickstream-based campaign optimization works here.
Every company that runs digital campaigns can benefit from clickstream-based campaign optimization including publishers, advertisers, and demand-side platforms. This is mainly due to the fact that clickstream-based campaign optimization lets any company check on the online KPIs of any other company. As a result, you no longer need to be in control of conversion tracking in order to do campaign optimization grounded in meaningful metrics like conversions and purchases.
Publishers: Measure and optimize to any advertiser’s KPIs
Most publishers don’t have access to conversion data for their advertisers. As a result, they have to work with proxy metrics for success, such as impressions, click-through rates, and clicks. The limitations of these proxy metrics make everything harder for publishers including winning new advertising clients and retaining them.
Clickstream-based campaign optimization gives publishers the ability to replace proxy metrics with actual online KPIs that are unique to each advertising client. The publisher simply tells Jumpshot about the portion of their audience that was exposed to an advertiser’s campaign along with up to 10 online KPIs specific to that campaign. Then, Jumpshot provides a daily tally of panelists that have triggered each KPI. This comes along with data from a control group that can be used to calculate lift.
Publishers can use this campaign optimization data throughout the lifecycle of each campaign. For example, they can use the data to adjust an advertiser’s campaign on a daily basis. And they can use the data to showcase the positive impact a campaign had after it has run. This greatly assists publishers that need to quantify why they are a good publisher to work with for one simple reason. It gives them lift data on multiple KPIs. If there’s a lift in traffic, purchases, conversions, searches, or other KPIs, clickstream data will reveal the lift. Using this data, publishers can sell more ads.
Demand-side platforms (DSPs): Automate clickstream-based campaign optimization
A demand-side platform can do all the same things with clickstream-based campaign optimization data that a publisher can do. Additionally, they are more likely to have the technical ability to feed the data directly into a programmatic bidding model. As a result, DSPs can automatically react to clickstream-based campaign optimization data on a daily basis, adjusting spend to produce the greatest lift in the KPIs that advertisers value the most.
A DSP can also use clickstream-based campaign optimization data to do post hoc campaign analysis for their clients. The one-two punch of automated optimizations followed up by post hoc analysis can easily provide a solid boost to client retention efforts.
Advertisers: Analyze off-site KPIs
Advertisers typically have an arsenal of tools to measure KPIs on their own site, but their toolset gets weaker as they attempt to look at external KPIs happening on reseller sites, search engines, and social media sites across the web.
Clickstream-based campaign optimization is a new tool in advertisers’ external measurement toolset, which empowers advertisers to measure the impact of a campaign on up to 10 different KPIs, each of which can be on a different site. Nearly every brand campaign can use this since brand campaigns may spur many forms of engagement with the advertised brand. For instance, brand campaigns can drive a lift in marketplace purchases, search engine searches, and social media profile visits. It benefits advertisers immensely to be able to track all of these KPIs in one report.
As advertisers get in the habit of generating campaign optimization reports after every campaign, they can start to see what campaigns do the best at lifting different types of KPIs. Later, when the pressure is on to lift a certain type of KPI, advertisers will have better information about how to go about doing so.
Bottom line: Clickstream-based campaign optimization is a gift to the ad industry. It lets industry players optimize to the KPIs that are the most valuable without the hassle of implementing tracking pixels. Publishers and DSPs will benefit from it when they use it to sell more ads and retain advertising clients. Advertisers will benefit from it when they use it to evaluate the ripple of positive actions following their brand campaigns.