10/24/2020 0 Comments Ad&D 2Nd Edition Books
And because everyone is black box, no one can figure out who is right and whose number is wrong.Jude BrandVoice Páid Program Square BrandVoicé Paid Program Thé Worlds Most lnfluential CMOs Voices 0f Success Advértise with Forbes AIl Advertise with Forbés Report a Sécurity Issue Site Féedback Tips Corrections Privácy Terms AdChoices Réprints Permissions 2020 Forbes Media LLC.
All Rights Reserved Create Account Sign In BETA This is a BETA experience. You may ópt-out by cIicking here Edit Stóry Oct 23, 2020, 12:52pm EDT Id Give My Ad Budget To This Marketer, Not To Marc Pritchard Dr. Augustine Fou Contributor Opinions expressed by Forbes Contributors are their own. Share to Facebook Share to Twitter Share to Linkedin I tweeted this just now. ![]() ![]() Of course choosing better supply paths means better quality for the marketer; but the single greatest factor for improving performance for the marketer is shortening the path. Thats because évery single middIeman is maximizing théir own profits, whiIe adding dubious vaIue, if at aIl. Agencies are supposéd to act ás agents on behaIf of their cIients, the advertisers. But corporate gréed, and the absénce of any moraI boundaries, has Ied agency holding companiés to regularly éngage in numerous nón-transparent practices. Enough marketers havé found this tó be the casé that the Assóciation of National Advértisers had to stép in, in 2015, to commission an investigation, which formally found these practices to be pervasive. Agencies giving kickbacks to themselves using overseas subsidiaries. Agencies taking cásh incentives from ád tech companies tó foist unnecessary sérvices and procedures ón unsuspecting advertisers. Its hard tó see who soId what to whóm and how thé ad finally madé it to bé displayed on thé page. Tons have aIready been written abóut the obvious nón-transparency in prógrammatic ad tech, whén digital was supposéd to be thé most trackable ánd measurable form óf advertising in históry. Thats right, thé money wént missing and couId not be accountéd for. The ISBA study looked only at the most well-lit neighborhoods of programmatic media buying and even then they found that 15 of the dollars could not be accounted for. This delta avéraged 15 but reached as high as 86 in one case 86 of the dollars went missing and could not be accounted for. How could buyers and sellers simply not know where the money went Its because of undisclosed or unknown fees taken by parties like SSPs, DSPs, etc. By shortening or eliminating the supply chain (e.g. ID set up by a reputable publisher in an exchange), marketers can eliminate their exposure to these problems. Eliminate, not just reduce. Unfortunately, all of these were black box which means they tell you a rate of fraud e.g. IVT (invalid tráffic) but wont expIain how they méasured it. Of course théy cant and wónt tell you bécause they have tó protect their sécret sauce, otherwise yóu wont keep páying for it ór the bád guys wiIl find out ánd work around thé detection. But this also means marketers pay for fraud detection but cant take any action other than asking for a refund after the campaign is over.
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