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  "title": "What is a Retargeted Click Worth?",
  "note": "Great post stating the obvious for the record (a frequent tactic of my blog) by Alan Pearlstine on AdExchanger.\n\nHis point is that last click attribution overvalues the last click, particularly in retargeting campaigns.\n\nI see more and more companies offering CPC retargeting on display inventory (that they probably had to buy on a CPM basis).  This is kind of a no-brainer to offer because click-through rates are so high that the cost of testing is probably not excessive.\n\nHere is my question coming out of that:\n\nAre the CPCs that people are paying for retargeting campaigns greater or less than the appropriate proportional value that should be attributed to a retargeting impression?\n\nPost your best guess in the comments.\n\n",
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