Comments on: Reflections on Google’s 4Q08 Earnings: A Little TAC Goes a Long Way http://blogs.gartner.com/andrew_frank/2009/01/23/reflections-on-googles-4q08-earnings-a-little-tac-goes-a-long-way/ A member of the Gartner Blog Network Wed, 21 Sep 2011 15:29:47 +0000 hourly 1 http://wordpress.org/?v=3.0.4 By: Jason Menayan http://blogs.gartner.com/andrew_frank/2009/01/23/reflections-on-googles-4q08-earnings-a-little-tac-goes-a-long-way/comment-page-1/#comment-4687 Jason Menayan Sat, 24 Jan 2009 05:32:53 +0000 http://blogs.gartner.com/andrew_frank/2009/01/23/reflections-on-googles-4q08-earnings-a-little-tac-goes-a-long-way/#comment-4687 Interesting about the move towards crediting conversion earlier in the sales cycle - this was bound to happen as display got hit with ROI worries and they really are feeling the squeeze these days. But the "engagement mapping"-type change isn't only a matter of display vs search, even though display typically primes an eventual buyer and search captures the sale. It must also be driven by behavioral targeting - quality content sites are being burned by doing the heavy lifting of identifying potential buyers only to see a lower-quality site down the road closing the deal. Interesting about the move towards crediting conversion earlier in the sales cycle – this was bound to happen as display got hit with ROI worries and they really are feeling the squeeze these days.

But the “engagement mapping”-type change isn’t only a matter of display vs search, even though display typically primes an eventual buyer and search captures the sale. It must also be driven by behavioral targeting – quality content sites are being burned by doing the heavy lifting of identifying potential buyers only to see a lower-quality site down the road closing the deal.

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