Display advertising is an important part of digital marketing, but deciding which platform to go with and how much budget to allocate is a tricky decision for advertisers.
In recent years real-time bidding (RTB) networks have sought to revolutionise the industry by allowing marketers to bid on how much they want to pay for specific consumers.
The power to deliver the right ad, to the right consumer, at the right time is an attractive proposition for marketers, so it’s no surprise that Facebook launched its own RTB network last month.
But with so much consumer data to play with and a number of different vendors to choose from, display can appear to be a complex marketing channel for advertisers.
To simplify the process, Criteo introduced a search-like performance model for display where advertisers only pay for engagements resulting from post-click conversions.
So to find out more about targeted ads, Facebook’s new RTB network and where display should fit into an attribution model, I spoke to Criteo’s managing director for Northern Europe and Benelux Michael Steckler.