The Gap: Online Advertising Reach & Attribution
The Asymmetry report analyzes how consumers encounter online advertising across multiple devices during their purchasing journey.
A breakdown of how advertisers track consumer touchpoints, from names and devices to shopping behavior and campaign performance metrics.
The Asymmetry report reveals how online advertising reaches consumers across devices and households, tracking the journey from initial awareness through final purchase.
The Asymmetry report titled 'The Gap' examines the advertising lifecycle and measurement framework. The visualization outlines key metrics including age bands and top cities under 'Audience,' followed by zero values for 'Metrics,' 'CPM,' and 'Viewability.' Attribution analysis shows nothing recorded for reach counts and ranking. The report tracks names, emails, and devices associated with households, documenting when consumers buy and where they shop across the open web. It measures what advertisers paid to reach audiences, which views converted to sales, and identifies the names retained from campaigns. This spans a 90-day period and quantifies results by numerical performance indicators. The framework provides insight into how digital advertising effectiveness is measured from initial impression through purchase conversion.
Questions & Answers
What does the Asymmetry report focus on?
The Asymmetry report reveals how online advertising reaches consumers across devices and households, tracking the journey from initial awareness through final purchase.
What is the title of this report?
The Gap: Online Advertising Reach & Attribution
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