22 Dec With Billions Lost to Ad Fraud—What’s the Advertiser to Do?
We’ve barely scratched the surface of the ad fraud conversation that media titans hope will just go away.
Now there’s a rising demand for true, independent measurement of advertising’s true impact on business results.
Where Did All This Talk of Ad Fraud Begin?
The ad fraud conversation started with the announcement by former Mediacom CEO, John Mandel, at the 2015 ANA conference. He disclosed the widespread “kickbacks” enjoyed by many agencies.
There’s been great journalistic intent to expose various elements of the media industry’s opacity and ad fraud, particularly with Google and Facebook. But no single individual or publication wants to be the whistle-blower.
Why? Because advertisers spent almost $600 Billion worldwide in 2015—that’s a lot at stake.
But despite deep investments in advertising, it’s estimated that 40-60 cents of every advertising dollar is wasted!
In what other industry does hundreds of billions of dollars change hands, with such a lack of regulation and independent measurement?
Advertisers—The Cost of Doing Business Is Costing You Business
Facebook and Google now manage nearly 70% of online advertising transactions. As a result, there’s a loss of natural openness in a market.
However, there’s an entire industry beyond Google and Facebook that assures brands, “trust us, we will report on how well we do for you.” Then it delivers ambiguous or simply fraudulent results back to your organization.
Advertisers deserve better.
There’s an unbelievable practice that’s become the harrowing cost of doing business today.
As an advertiser, you’re forced to sacrifice hard-won consumer data directly to Google and Facebook to extend your market reach. While you receive limited insights into unique reach, Google and Facebook exploits your customer data to better target for other companies—often your competitors.
The media dollar goes in, but only the most advanced advertisers can determine where it comes out and what impact the dollar really had on the bottom line.
But what about you—the advertiser? What are your choices? Believe it or not, it’s reasonably easy to overcome.
Put Advertisers Back at the Center of Consumer Relationships
Did you know it’s now possible for advertisers to track all impressions and transactions within their brand’s own domain.
Brands can now tie all advertising spend back to a single user, even across multiple interactions. Brand’s can use their own identifier to understand who they are—and advertisers can track them out in the wild and on their website.
Let’s face it—a customer spends 99% of their time off your website. But what if you could understand your paid interactions with those people even when they are off your site—like when an ad gets served on a publisher site?
This is media precision—the future of ad tech.
Independent Media Measurement—The New Industry Standard
Reach is now commoditized. Precision is the next frontier as media and marketing integrate into a single customer journey. The only way to achieve this is through independent media measurement.
Independent media measurement addresses these critical questions:
- What if you could anonymously recognize the same person in multiple locations to address wasted spend from overlap—no longer serving to the same consumer over and over again across multiple DSP’s?
- Is it possible to recognize and course correct your DSP when it accidentally serves ads into your control group?
- Could you identify an existing customer across DSPs, in order to prevent banging them over the head with annoying prospect or awareness ads?
- Would it be possible to track, measure, and hold accountable your agencies, DSPs, and even DMPs?
Wouldn’t life be simpler if advertisers had their own view of the customer, providing the data to support the accuracy and true ROI of that messaging?
There are now data and analytics companies that provide this level of media precision and insight without prejudice or conflict in their business model.
This is the future of adtech and the end of ad fraud as we know it.