How does audience targeting impact our ad attribution models?

Audience targeting can have a significant impact on ad attribution models. Ad attribution is the process of identifying the customer touchpoints that lead to a conversion, and audience targeting is the practice of delivering ads to specific groups of people based on shared characteristics or behaviors.

When audience targeting is used in ad campaigns, it can help improve the efficiency and effectiveness of the advertising spend by ensuring that ads are delivered to the right people at the right time. This can lead to higher conversion rates and a better return on investment (ROI) for the advertiser.

In terms of ad attribution, audience targeting can help provide more accurate and insightful data about the customer journey. By delivering ads to specific audiences, advertisers can gain a better understanding of how different groups of people are responding to their ads and which touchpoints are most influential in driving conversions.

For example, if an advertiser is targeting a specific audience segment with their ads, they may see a higher conversion rate from that segment compared to the general population. This can help the advertiser understand the value of that audience segment and allocate their ad spend more effectively.

Additionally, audience targeting can help reduce the impact of irrelevant impressions and clicks on ad attribution models. When ads are delivered to a broad audience, there is a higher likelihood that some of those impressions and clicks will come from people who are not interested in the product or service being advertised. This can lead to inflated ad spend and inaccurate attribution data.

Overall, audience targeting can help improve the accuracy and effectiveness of ad attribution models by delivering ads to the right people and providing more insightful data about the customer journey. However, it's important to ensure that audience targeting is used in a responsible and ethical way, and that it does not lead to discriminatory or exclusionary practices.