Quick, what sites performed best for your most- recent network campaign? What drove the most clicks? What about conversions?
Media buyers and planners need to know these answers to key questions to better plan, execute and optimize existing and future campaigns. Yet, many do not, and cannot, know these answers. Why?
Because of a lack of transparency.
Lack of transparency can damage a campaign in several ways, including:
- Wasted Client Money
- Potential Loss of Revenue
- Brand Dilution
- Damaged Reputation
All of these could threaten the success of your business, resulting in lost clients and lost jobs.
Let’s look at this through the lens a traditional ad buy. A TV buyer would not spend his clients’ budget on ads without knowing where they are airing. So why should a digital buyer, with greater access to insights, accept a lack of full transparency?
Transparency, more than programmatic or native advertising, is the key to the future of digital advertising.
Notably, without transparency you cannot make truly informed decisions about your ad campaign. Without transparency, your “big data” is misinformed and can lead your campaigns astray. Without transparency, you are generating false data and wasting budgets.
We’re not the only ones pulling back the curtain on this. AdWeek’s Mike Shields wrote a compelling article ”The Amount of Questionable Online Traffic Will Blow Your Mind The World Wide Rip-Off“ that examines this ever-increasing problem for buyers and sellers – lack of transparency. In that article, Zach Coelius, CEO of Triggit, hit the nail on the head when he said, “Whenever you buy from someone who won’t tell you where your ads are running, there is a real danger they are ripping you off.”
Following up on this, Digiday published an article “The Hidden Cost Bots Add to Online Ads,” where they continue to highlight and address the fraud issues facing digital buyers and sellers. The article points out, “Not only are brands paying for fraudulent ad impressions, but they’re also finding bots are leading them astray in their efforts to reach real humans.”
So what can buyers do to help ensure their data is real and their campaigns optimizing correctly?
If you can see the sites that are driving traffic you can make informed decisions and more easily detect fraud. If you are running a public affairs campaign, and the bulk of your clicks come from ads on CollegeHumor (mentioned in AdWeek article), you should question the results.
Don’t waste your budgets on fake or misguided impressions or clicks. Before you plan your next campaign, make sure you can monitor and manage the sites where your ads run. Demand transparency.