According to Tyson Quick of Instapage, "Pre-click advertising technology has become extremely sophisticated with trillions of data points with which advertisers can personalize relevant ads to their audiences. $273 billion is spent on pre-click advertising yet post-click technology has been overlooked, despite it being where the conversion happens."

This has led to an abysmal 3.75% conversion rate being accepted as the norm and billions of dollars wasted annually on clicks that don’t convert.

• The technology for turning the clicks into conversions was simply non-existent. Marketing Automation platforms were built for outbound demand-generation emails, to qualify, score and nurture existing leads.
• Marketing automation platforms simply fail to match the volume, velocity and scale requirements of digital advertising.

Solving for the conversion stage of the funnel is what post click optimization platforms are built for.