As Honda’s mobile spend grows, the advertiser is pulling away from paying for clicks and impressions.
Honda will buy ads on a cost-per-visit basis, targeting people who are likely to buy a car using different types of location data such as visits to areas that over-index for car buyers like trips to second-hand dealerships to sell their current vehicle and appearances at competitor showrooms. Honda is also using geotargeting to clarify a person’s intent to buy a car. Cookies, however, are not being used to target the ads.
Imagine how adtech is going to change ? And why agencies and publishers have a tough life ahead !
Source: Honda shifts its media buying to pay only for in-store visits – Digiday