“It’s hard to know how long the funnel really is with the challenges in connecting views and conversions,” he said.
And as Dish does more upper-funnel branding with digital video – particularly in-app video, where there are no cookies – the gap widens between the content that first puts the brand into consideration and an eventual purchase.
Using fTrack also incrementally improved attribution from in-app traffic, which doesn’t support cookie tracking. But Flashtalking was able to match app audiences to its device profiles.
“We were basically not doing in-app inventory for a while because we couldn’t stitch it back to view-based conversions and down-funnel activity,” Stamulis said.
Beyond attribution, Dish was also able to send out more ads designed to drive conversions.
For instance, satellite TV customers disproportionately sign up over the phone, Stamulis said. This makes cookie-tracking particularly valuable because when Dish places a mobile site visitor in its marketing funnel, it offers a click-to-call number to convert.
But now people who reject cookies still get the click-to-call prompt if Dish matches the browser characteristics with Flashtalking’s profiles of previous campaign targets.
“Someone coming to Dish.com is the last step for us, not the first step, like it is for many brands, so we need to be able to recognize them,” Stamulis said.