• http://twitter.com/mochsner Matt Ochsner

    I agree this is a good article and research. However, I have to disagree with the premise that you should be optimizing display for conversions. Display is not the right channel to be using for conversions. For too many years brands have been trying to force display into a CPA similar to Search and thats just not right. You wouldnt bring a minivan to a NASCAR race and expect it to compete, right? I think display is extremely valuable when used appropriately. Once brands stop trying to make it convert and get it to be more aligned with their brand message, then I think the conversions will follow naturally.