At this point of time there are millions of online portals and websites selling display advertising inventory directly to SMEs & Big Brands. With hundreds of various ad exchanges offering different ways to rationalize the ad buying process. There are also few of them those delivering real time bidding (RTB) capabilities, data providers providing enhanced targeting technologies and optimization platforms gifted publishers the top price for their inventory.
The utter number of options and combinations has created an irresistible problem for display advertisers and agencies….mainly how to gauge success in a marketplace in which advertising campaign data is spread among many different players.
In the search advertising (SEA) market, Google, Yahoo! and Microsoft make measurement fairly easy because they own the data throughout the entire ad delivery life cycle. Likewise many SEM tools available that will provide an integrated view of campaigns across all search providers. But in the display world, it’s not that easy. There is currently no seamless way to deliver a unified view into how campaigns are performing across different ad networks, publishers, ad providers, DSPs and other middlemen.
The growing number of players in the display advertising delivery chain has created a lack of transparency for brands. It has become impossible to answer even basic questions about online ad campaigns such as:
- Were the ads I purchased actually served?
- Where did the ads appear?
- Did a real person view the ads?
- Did the ads reach my target audience?
- How can I allocate my budget more effectively?
The inability to accurately measure results and performance is one of the reasons many brands are hesitant to invest more dollars in the display advertising market.