Among the “realities” Criteo claims to have discovered:
Clickers buy 3X more frequently than non-clickers. “Demographics are taken by comScore as a proxy for user value…[we] measure user value directly, in terms of online purchases of clickers and non-clickers,” wrote Criteo.
Almost half of regular buyers click on Criteo ads alone. Non-buyers clicked through at a rate of 15%, while occasional buyers clicked through at 33%and regular buyers at 43%. So, regular buyers are regular clickers.
20% of browsers are responsible for 50% of clicks and sales. This dispels comScore’s 10% finding.
The more browsers click, the more they buy."