More whipping on Lending Tree, more ads on Scrabulous
Played Scrabulous today on Facebook for the first time.
Through 4pm today, I’ve been served 20 Lending Tree ads.
A few problems:
- I don’t own a home
- I don’t need to refinance a home
- I’m playing a game
- There is no frequency cap
And I traced the ad back to advertising.com’s leadback program. I visited Lending Tree earlier this week and did not take an action on their site.
How is this relevant?
How am I in market?
And Yahoo couldn’t blow away their numbers. Amazing….
Update (4:45): I am now up to 25 ads vs. my cookie…industry standard is 6 per consumer per day.
Random: They should add supporting marketing material to the Scrabulous brand logo that reads, “Where smart people go for online dating?”
Update: (5:15): I’m up to 35 Lending Tree ads with absolutely zero shot for a conversion. I wonder if they have an age filter in there. Cubix or Social Media, but be making a killing. Simplyamazing. As a note, right after that date comment I got a Trojan ad (that’s contextual, perfect)
Final Update: As of 10pm last evening, I had been served 61 LendingTree ads, at which point I became inmarket for EDU ads and UofP through advertising.com leadback. I guess there was a time-of-day ruleset.
Believe it or not, given the other options, it may have been the right choice to serve you that ad 35 times. Behavioral data is weighted heavily for a reason. And the option set outside of this may be pretty poor.
Going to disagree with you John though I understand your rationale.
I imagine there is some negative brand equity to saturating the consumer. Further, if a network or agency is managing to a CTR rate here, they might cut off other campaigns that are more legitimate, but don’t have as much volume.
I certainly see your point however.
It’s leadback, which is a gutter product. Once your cookied, they’ll serve inventory as agressively as possible to claim credit for a conversion. close to 90% of users, who ‘convert’ don’t see the last ad / lead back, which proves that this way of measuring CPA is rediculous….