As and when Wanamaker quoted “Half the cash I spend on advertising is wasted; the problem is I don’t know which half”, marketers are trying to work out the way to measure attribution in their media plans. Steering away from Last click Attribution models and moving towards data-driven attribution models, machine learning has opened ways for marketers to maximise their revenue.

Previously automated bidding on DV360 only supported media buying on cost per thousand impressions (CPM) basis, which we all know doesn’t work well while handling performance campaigns where media buying is essentially on outcomes advertiser cares about (Clicks/conversions/installs). That’s when realising this need, DV360 was introduced with outcome-based buy which allows buying actions which are relevant to you.

Not sure still!! you may run an experiment and check it out yourself. Running campaigns for Google while working with Essence Global Media Agency, I personally tested this on different campaigns for most of the Google Products across markets and regions and did see a significant increase in conversions for all of the performance campaigns.

Outcome-based buying is out there for all display and video campaigns with a post-click conversion goal in DV360.

Not sure the way to plow ahead, shoot me a mail and I’ll assist you out.