The real value of advertising transparency
Yes, transparency in display advertising is important.
In the past several years, we have seen the “black box” players in the display world come up against some serious backlash. If you don’t know what advertising channels are the most successful for your business, then how do you optimize towards them, and derive actionable insights? In the world of advertising, it’s important to see how the sausage is made.
When we talk about transparency, we aren’t necessarily talking about the typical concerns – are my ads being viewed? Is my campaign buying inventory on brand-safe sites? Are my results actually coming from my retargeting pool? These are all important questions, but we want take it to a higher level:
You say you are targeting a relevant audience, but how exactly are you qualifying that audience?
Traditional audience segments are no longer enough to keep the modern advertiser satisfied. Sure, you are reaching moms with this segment, but how is that audience being labeled as such? By using a second-party data advertising solution that tells you exactly where your audience is coming from – such as the direct audience of the retailer you sell your product through – you can identify what is working and what isn’t, and optimize accordingly.
If you want to see how your sausage is made, check out Retailer Targeted Marketing from ownerIQ.