In a talk given at the Winter Science Week, Bruno Fernandez-Ruiz, senior fellow at Yahoo, explained that advertisement performance goals can be divided into three main categories: Awareness: The typical example is traditional brand marketing, both online and offline, in which ROI is difficult to measure. Engagement and consideration: A grey zone between brand advertising and direct response, which can influence offline purchases, but is still not directly linked to it. Usually this type of advertising is associated with native advertising and social media. Action and retention: Conversio...