The Naked Truth: Transparency Delivers
ADOTAS EXCLUSIVE — These days, transparency is a subjective term. The role (and degree) of transparency is in a constant state of flux within the network space. A few years ago, transparency existed to ensure that ads did not end up next to inappropriate content. Of course, mistakes happen and you still hear horror stories — but far less frequently.
Currently, the importance of transparency extends well beyond the initial placement of ads. Most networks offer pre-buy transparency in which they provide the agency with a sample site list before running a campaign. It helps guarantee that sites within the network are consistent with the client’s guidelines and objectives. It is far from a complete solution though.
In-buy transparency — in which the network shares delivery on a site-by-site basis with the client – takes it a step further. It provides the client with a new level of insight into the allocation of impressions relative to the site list that was initially provided.
Post-buy transparency — in which the network provides performance data on a site-by-site basis – adds a third, essential window into the success of a campaign. While transparency has varying degrees of importance, only this absolute stance on transparency provides the client with the necessary information to make informed business decisions.
Transparency doesn’t just benefit the client: Absolute transparency is a boon to advertisers too.
First, the integrity of their brand is upheld by eliminating sites within the network with undesirable content relative to the brand’s message.
Second, the client can be assured (and see!) that budget is spent efficiently and effectively. Oftentimes, blind networks are able to provide results that meet or exceed clients’ metrics; however, the question that is often ignored is how much better the network could have performed if it had eliminated ineffective sites and spent more money on the winners.
Third, by providing post-buy metrics on a site-by-site basis, the network empowers the agency with data that will allow them to plan their next (more profitable) move.
The agency could use the sites identified by the network as both strong performers and weak performers to be able to narrow down future site lists provided by other networks in subsequent buys. By having post-buy transparency, the agency can screen site lists in subsequent buys not just by site name but also by historical performance data to eliminate inefficiencies in their planning process.
Suddenly, a cycle of efficiency is in place that benefits the network and the agency. The benefit to the network is that it becomes more of a trusted partner to the agency — and less of a commodity that can be easily replaced.
Reader Comments.
Michael, I believe as you do that site-level transparency is very important. However, it doesn’t have to stop there!
What about content/context-level transparency, providing performance metrics around how well the campaign performed alongside specific topics and content keywords?
What about people-level transparency, providing metrics around how well the campaign performed for people with different affinities?
Transparency is indeed key, but there are many sides to this “cube” and I think we’re just getting started!
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