I thought I’d put this out to the community since I would love to engage in conversation around this.
I have been thinking about this and emailing with a few folks about why we might see such stellar performance.
I think I know the answer but want to run it by all of you, to help me think it through.
Facebook is used by over one billion people. Many of the users of Facebook keep it open in a browser tab all day but it might not be “in view” most of the time. However, there are consistently six ads in the right rail, all of which consistently update (and theoretically, drop cookies). Using Ghostery, I see that DoubleClick has a tag on my Facebook newsfeed as I write this.
Is Facebook the new AOL Instant Messenger or Pop Under where it persistently is refreshing cookies all day long and taking credit for conversions?
Triggit recently ran a study where they converted 36% more re-targeted users than Google Display Network, Rubicon, Admeld or Pubmatic. Is this because they have 36% more reach (I’m not sure if they do, I’m not logged into comScore at the moment).
In a world that is using last view/click attribution, then this could be a real issue for measurement. If you are using a more advanced attribution method thru VisualIQ, Adometry or Encore Metrics (amongst others), hopefully it get teased out.
Just thinking out loud- lets discuss. Leave a comment or email me thru the contact form.