What a Cataloger Learned at IRCE

The key metric for retargeting campaigns is to measure the incremental lift in response with display ads. Wiland Direct is rolling out digital display programs for catalogers with built-in tracking of the true incremental lift from display ads. RKG has a clear explanation on its website of how to set up holdout panels and measure incremental response. Measuring incremental response from display ads is the key to understanding whether the ads prove profitable — the key to having management trust the elusive attribution of sales resulting from display ads.