Everyone in our industry is looking for a better solution than the hoary old ‘last click wins’ payment model. Advertisers want the ability to measure their customers’ complete purchase journey and networks and publishers want to be able to prove the wider reaching value that they know that they provide.
Yet, while the industry should of course continue to explore and pioneer new systems, such as eBay’s Quality Click model or AgencyDMGs ‘Digital Brain’, we shouldn’t take our eye off the last click ball.
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by Harvey Sarjant
08 October 2009 10:31am
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