Andrew Goodman, Soren Ryherd, Andy Taylor

Working Planet CEO Soren Ryherd recently took the stage at SMX Advanced as one of the “Mad Scientists of Paid Search”. For the last nine years, SMX Advanced has showcased leaders in innovation in paid search on the Mad Scientists panel, one of the main stage events at a conference focused on advanced trends and tactics in digital marketing.

Soren spoke about the increasing need for Out-Of-Channel measurement due to high levels of Out-Of-Channel user engagement outside of Search as well as the increasingly common cross-device behavior seen in mobile search. He particularly focused on the detrimental effects on CPA-based bidding systems when Out-Of-Channel effects are ignored.

Soren’s presentation on “The Interruption Curve and Digital Optimization” can be seen here.