Understanding the true value of display advertising can be a challenge for today's marketers.
Click through rates, the traditional way of measuring ad effectiveness, do not always tell the full story when looked at in isolation.
Although brands may suspect that a display ad has had influence on a sale, it's often tough to justify the marketing budget spend when relying only on CTRs or view through sales.
Transparent reporting and attribution can help marketers solve this problem.
Tracking impressions and engagement within display ads allows for more informed decision making about budget allocation, messaging and creative for the channel.
Additionally, by measuring the role of a display advert in the context of the overall consumer journey, marketers can gain a view of the incremental impact of each on a consumer's propensity to convert.