Media agencies play a critical role within any digital advertiser. They are accountable for configuring and running your global media campaigns and protecting your valuable brand equity. In many consumers’ minds, your ads are the biggest influence on their perception of your brand.
While agencies do great work in this area, there is a gap in transparency and your ability to monitor the execution of your campaigns—the same teams that are responsible for managing your digital ad spend are typically the same teams who manage the data and reporting around those campaigns.
Here are some of the typical challenges that global advertisers face in running their digital advertising through media agencies and the ways in which AdTech DNA gets you closer to the campaigns you are running.
Lack of Transparency
Lack of transparency from media agencies can be a significant roadblock to accountability. Agencies may not fully disclose their methodologies for targeting and measurement, pricing structures, and the specific placements of ads on various platforms. This should raise concerns for businesses, as they often cannot ascertain how their budgets are being spent or how performance outcomes are calculated.
Additionally, agencies are often tasked with configuring thousands of ad placements in a given month. The human element of these configurations introduces a source of misalignment and risk, including the management of exclusion lists to protect your brand equity and image.
As a result, firms might feel misaligned with their agencies, leading to skepticism about reported performance metrics and difficulties in holding agencies accountable for their strategies and outcomes.
Data Privacy and Compliance
In an era of changing data privacy regulations like GDPR in Europe and CCPA in California, firms face substantial challenges in tracking user behavior to evaluate campaign effectiveness. These laws impose strict requirements on how organizations collect, store, and utilize personal data, which affects the data that agencies can access for targeting and measurement. The limitations on data availability hinder efforts to analyze user interactions across various touchpoints, making accurate attribution of conversions more challenging.
Rapidly Changing Technology
The digital advertising landscape evolves rapidly, with new technologies, tools, and trends emerging frequently. For instance, advancements in artificial intelligence (AI), machine learning, and programmatic advertising have transformed the way campaigns are optimized and executed. While these innovations offer significant potential benefits, they can also create confusion for firms that must keep pace with these changes.
These changes can be hard to keep up with. You need to watch and adjust your digital media strategy often to stay current with best practices and find ways to make money.
How AdTech DNA Helps
AdTech DNA helps connect the dots through your marketing stack. It is configured to reflect your organization’s unique standards for media conventions and placements, as well as and continuously monitors campaign performance.
Most firms already have a marketing dashboard telling how their campaigns are performing. AdTech DNA shows the why behind campaign performance and highlights areas of improvement and/or misalignment with a company’s media strategy.
These connections automatically monitor campaign configurations to help improve your ROI by:
- Highlighting gaps/opportunities in media configuration
- Ensuring campaigns are set up to your standards and custom rules
- Avoiding wasted spend by quickly identifying out-of-compliance campaigns
- Reducing manual overhead to track configurations
- Mitigate risk by monitoring cookie consent
AdTech DNA helps provide transparency into the campaigns your media agency is running with custom governance and monitoring rules, as well as peace of mind that your campaigns are honoring user consent requirements.
