Case Study

Advertising.com takes on the challenge of a new attribution model, delivers exceptional performance
The Challenge
A leading tax service provider came to Advertising.com with a unique attribution model that they wanted to implement for the 2012 tax season. It included a new payment model that moved beyond simple last touch attribution. Advertising.com accepted the challenge, setting out to determine which method would yield the best results, proving Advertising.coms technology and solutions beats those of their competitors during this, the most critical time in the clients business cycle.

Solution
Advertising.com developed a strategic solution aligned with the clients new attribution model. Leveraging R&D and the talent of their product teams, Advertising.com took advantage of their much lauded AdLearn platform in a completely new way by adapting AdLearn to meet the demands of the tax curve as well as the new attribution model. This essentially aligned AdLearn, the most sophisticated optimization engine in the business, directly with the clients valuation, shifting impressions and delivery to the users and sites that drove the most value to the advertiser.

Results
Advertising.com led all partners in impressions and clicks for the majority of the tax season, resulting in a delivery of 51% of all impressions among 9 partners Clicks increased 203% Across all partners, overall CPA dropped 48% Advertising.com impressions grew 26% YoY, resulting in increased branding during the campaign The client saw an 18% growth in digital filings vs. the predicted 10% expected growth.

2012 AOL Inc. Advertising.com is a trademark of AOL Inc. and may not be used without written permission. Juky 2012