Magnetic Raises Another $4 Million; CEO Shatkin-Margolis Discusses Search Re-Targeting Usage
“Search engines are getting eCPM’s of $10,000 for some keywords (i.e., 50% CTR with $20 PPC). Publishers know that these users often leave the search engines and go to their sites, but can only command a CPM of $1. By applying search re-targeting on these users, the publishers stand to make a lot more money.”
“For the sake of argument I’ll grant that the agencies and their holding companies might not have been able to anticipate Google’s dominance of search ads in the ’00s. But let me nip future arguments in the bud: Google is trying to lock up display like it did search. Now you know. You’re going into this particular battle with 20/20 foresight. If you do something stupid here, you’ve got no one to blame but yourself.”
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