Abstract: A method of determining effectiveness of an advertising campaign comprising: bidding on available advertising inventory; obtaining online impression data from at least one advertisement for at least one successful bid; matching, via a data cloud, the online impression data to a plurality of unique consumers; matching, via the data cloud, a plurality of unique consumers to at least one unsuccessful bid; determining characteristics of consumers for impression data who performed a desired event; determining characteristics of consumers for impression data who did not perform the desired event; determining characteristics of consumers from the at least one unsuccessful bid who performed the desired event; determining characteristics of consumers from the at least one unsuccessful bid who did not perform the desired event; determining consumer characteristics likely to lead to the desired event; and measuring the impact of the at least one successful bid.

Abstract: A method of determining effectiveness of an advertising campaign comprising: bidding on available advertising inventory; obtaining online impression data from at least one advertisement for at least one successful bid; matching, via a data cloud, the online impression data to a plurality of unique consumers; matching, via the data cloud, a plurality of unique consumers to at least one unsuccessful bid; determining characteristics of consumers for impression data who performed a desired event; determining characteristics of consumers for impression data who did not perform the desired event; determining characteristics of consumers from the at least one unsuccessful bid who performed the desired event; determining characteristics of consumers from the at least one unsuccessful bid who did not perform the desired event; determining consumer characteristics likely to lead to the desired event; and measuring the impact of the at least one successful bid.