Marketing directors and CMOs often say it is difficult to get an accurate and insightful view across your entire marketing stack.
There are significant hurdles that get in the way of easy access to the data:
- Media agency control of the data (the same teams reporting on campaign effectiveness are the ones configuring the campaigns)
- Fragmented ecosystems
- Inconsistent global standards
- Changing GMP configurations/best practices
When faced with these challenges, CMOs and marketing directors typically must rely on configuration reporting supplied to them from their various media agencies and performance data offered by their AdOps teams. The delays and inconsistencies introduced via this fragmented approach are costly, slow, and damaging to brand reputation. So what better alternatives exist?
AdTech DNA brings all of your adtech data into one place to put you back in control. Let’s take a deeper look at the specific challenges marketing directors face and how AdTech DNA helps.
Media Agency Control of the Data
They’re your campaigns and it’s your digital ad spend. Why are you shut out of the monitoring and oversight of your marketing data? Usually, it is hard to get access to your campaign performance and configuration data directly. This information is sent through an agency intermediary.
AdTech DNA gives you direct access to data so you can monitor performance and adherence to your global standards in real-time.
Fragmented Ecosystems
Many organizations have multiple media agencies and sometimes dozens they work with globally. And beyond that, campaigns may be driven by local marketing teams.
Managing access to these platforms is practically impossible in this scenario.
AdTech DNA brings all of these campaigns across different platforms into a single, unified location so you can keep eyes on everything in one place.
Inconsistent Global Standards
Your brand has standards to ensure consistency of messaging and brand identity globally. But how are you checking that the campaigns you are running are adhering to these standards? Often, these campaigns are run via local marketing teams who, though they have expertise in understanding the nuances of their local market, can also introduce another source of misalignment.
AdTech DNA helps you ensure that campaigns are following proper global standards around configuration and naming. This visibility allows you to enforce consistency, monitor and optimize performance, and avoid costly compliance risk from non-conforming configurations.
Changing GMP Configurations/Best Practices
As you know, the adtech landscape is in a constant state of change. New functionality, settings, and tools are released weekly. Layer in a complex and ever-changing environment of privacy laws and regulations, and you are faced with a tremendous challenge: ensuring that your campaigns are optimized for the highest ROI while making sure that you are following necessary consent and privacy regulations to protect your brand.
AdTech DNA highlights areas of possible improvement in your configuration and misalignment with industry best practices.
Why Choose AdTech DNA?
In short, AdTech DNA puts you in control of your media spends. At InfoTrust, we are focused on improving media performance through first-party data collection, data quality, and governance with a dedicated solution for global advertisers. Contact InfoTrust today to learn more about how AdTech DNA can revolutionize your data governance strategy.
