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Know Where Your Ads Are Running, Whom They're Reaching, and How Much You're Paying?

by Rob Ciampa  |  
March 11, 2015

Most advertisers today are going in blind and getting deceived in online advertising. Amid the rise of programmatic online media buys, somehow transparency has deftly managed to slip through the cracks.

Brands and agencies at a recent Digiday event were asked to identify their single largest concern regarding online advertising. Once all votes were in, ad fraud and viewability emerged as the top industry issues keeping execs up at night.

With bots, suspect placements, and cost-transparency issues looming large, heads of digital are beginning to take a closer look at exactly where, when, and what their agencies and ad tech partners are running in their ad placements.

The opacity of the online advertising industry hasn't been adequately scrutinized until now. New technology in the form of placement quality monitoring and video-by-video location databases is beginning to force the realization among advertisers that the somewhat sketchy way things have been so far may not be the way they'll always have to be.

As an advertiser, you have the right to know where your ads are running, whom you're reaching, and how much you're paying. You need clear reporting that boils down to the KPIs that matter for your business.

What you don't need is a "trusted" ad partner charging you an arm and a leg for display ads running at 4 AM in countries where you don't do business or for ads that never get seen anywhere.

Moreover, Google's first-ever ad viewability report [PDF] revealed that 56% of online display ads are never actually seen by consumers. Are you 100% certain that you're getting all the views you're currently paying for?

Who ultimately is responsible for ridding the online ad market of deception and disappointment?

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Rob Ciampa is CMO of Pixability, a YouTube ad-buying and video marketing software company. .

LinkedIn: Rob Ciampa 

Twitter: @robciampa 

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  • by Elliot Hirsch @AdYapper Fri Mar 13, 2015 via web

    Brand execs should be empowered to ask the tough questions focused on 1) actual value of ads against their KPI and 2) transparency in placement and reporting. At this stage, those questions can't be answered objectively by anyone attached to the sale of the media; they require independent verification. Burning questions: Where are my ad dollars being spent and what measurable business value are they returning? Are you (agency / media buyer) prepared to deliver an independent verification of results from a partner of my choice? Can you (agency / media buyer) provide a complete list of all vendors responsible for delivering my campaign to the target audience?

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