Now that the pixel is implemented, the ad network can see into the back end -- just for their sites -- and is able to see which sites are performing best based on the desired metrics/goals.
With this tag in place, the ad networks can see which of their sites are delivering volume, efficiency, high revenue, or whatever end goal is most important to the advertiser. They can eliminate sites that are not performing, increase exposure on sites that are performing, and do it all in real time using technology so that it happens automatically.
Additionally, this enhanced learning can help inform what creative, offer, copy will work best on a category, site, and placement level.
As an example, we can look at a travel industry player that markets various products. With this kind of tagging in place, we would be able to see what sites delivered the highest margin sales, which categories of sites responded to discounted offers versus bundled offers, et cetera, and what was the best message/offer to elicit the strongest response.
This can be done in a fairly short amount of time since the ad networks drive such a high volume of impressions in a short amount of time.
Next: Retargeting for success
