20080415 Slides E Map Advertisers

The document discusses engagement mapping, which is an approach to attribution that accounts for the multiple times consumers engage with an advertising campaign across channels over an extended period of time. It shows that about a third of a campaign's reach comes from users exposed to ads on multiple sites, and converters from these overlapping exposures have 4 times the frequency. Engagement mapping models variables like reach, frequency, recency, ad size and interactions to calculate conversion attribution beyond just the last click. This provides a more sophisticated view of campaign performance and enables optimization across channels.