While retail clients consistently favor paying on a last-click wins basis — “the last argument before purchase must be the most convincing” — there are many examples of how marketers are more sensitive to their users’ psychology.

Some verticals rely on exploiting their users’ impulse to purchase with timed-limited offers specific to them, while others feel they’re racing to reach their target market, and use engaging (sometimes uncomfortably distracting) copy to stand out; interrupting a user’s typical “ad blind” journey. Others still contrive for the user to encounter and compare their product in search cycles and user reviews; convinced theirs will win through on merit.

Read More: May the Best Click Win