The short version

Dominic Field predicted on March 11, 2015: “As a result, using these techniques, advertisers can improve CPA—the critical metric for most digital campaigns—by an average 32 percent and, in some cases, more than 50 percent. ... Our 2014 study showed that display retargeting from paid search ads delivered, on average, approximately 40 percent lower CPA than content-based and standard-behavioral-targeting techniques.”…

Prediction by

Dominic Field

On March 11, 2015

“As a result, using these techniques, advertisers can improve CPA—the critical metric for most digital campaigns—by an average 32 percent and, in some cases, more than 50 percent. ... Our 2014 study showed that display retargeting from paid search ads delivered, on average, approximately 40 percent lower CPA than content-based and standard-behavioral-targeting techniques.”

Follow-up

Digital attribution and retargeting tools achieved 30-60% CPA reductions by 2018-2020, with continued improvements, broadly validating the forecast of 32-50%+ improvement and 40% lower CPA from retargeting.

From the High Caliber AI network — see the AI for PR module in the course.