Engagement is an Effect: You Can't Sell What You Can't Guarantee

By Bryon Evje, EVP of Sales and Business Development of SpotXchange - Digiday Daily

Some players in the industry have been claiming they can guarantee engagement on premium sites, but no one can guarantee that a consumer will engage with an ad, and if you're using targeting, you can't guarantee "premium"inventory. You cannot sell what you cannot guarantee.

Cost-per-engagement pricing can be very effective, but buyers should be skeptical when networks and aggregators promise engagement on premium websites.

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