IAB Ad Operations Summit: Battling discrepancies
ADOTAS – Asked what was the biggest cause of impression discrepancies, Steve Sullivan, senior program manager for data integrity and ad security at Microsoft Advertising, told a room of digital advertising professionals on the agency and operations sides that creative setups caused not the most problems, but certainly the most massive.
Though many jaws dropped on the agency side, many of the op vets were nodding — plain old human error has the greatest tendency to much up the works, even on the digital front.
The Impression Exchange Solution, launched back in late April, is an attempt to streamline the ad buying and selling processes to cut out the discrepancies that mar campaign reporting. At the IAB Ad Operations Summit, a panel reported that beta testing has witnessed significant value from the system.
Sullivan noted that the API offers not only standardization but also flexibility. A publisher code is automatically inserted when the creative is uploaded. Discrepancies decreased to only a few at most in each example. Almost all of these could be rooted to a mistake made by the creative user
Although the graphs produced from the beta testing seemed rather complex, Kamal Chadha, director of ad platform strategy for CBS Interactive, said the process is more straightforward than it appears. However, full automation of the process remained difficult.
Sullivan admitted that integrating the solution would require a decent amount of elbow grease, but the value in cost savings more than made up for it. This is just one step in a broad plan to ease the tension within the industry, he said.
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