It's not unusual for marketers to see the road to salvation paved with quantity over quality. To "spray and pray," or "cookie bomb," is indiscriminately buying as many ad impressions as cheaply as possible, regardless of content. After all, the advertiser is getting a lot of conversions; especially post-view conversions, and therefore this must be good return on the cheap investment, right? Not really.
Blanketing the Web with lots of cheap impressions not only dilutes the brand image, but may also associate the brand with lower quality content. In the a new column on ClickZ, Xuhui Shao, CTO at Turn takes a deep dive into "cookie bombing," and highlights new advertiser data from Turn, which supports that quality and content do matter.
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