Digital Display Advertising: Best Practices for Buyers

Digital display advertising, has a few serious concerns. Successful running of the ad campaign is guided by factors, such as brand safety, view ability, transparency, and Geo compliance. However, the intensity of the concern differs among buyers and sellers. There have been several discussions to discover a detection tool to improve campaign success. Both the ad buyers and the suppliers have put different media quality indicators on priority. Here are some best practices for buyers to judge digital display advertising quality, which executives across the ad industry suggest.

Adopt a Robust Measurement Models

The buyers need to expand campaign measurement models. It is easy to breach an incompetent measurement model and manipulate the system to achieve the agreed cost model. Hence, the measurement model has to be robust and secured.

Focus on Expanding Optimization Criteria

Buyers should put extreme emphasis of the campaign optimization criteria. Look for expanding the campaign optimization criteria beyond few measures like views or clicks. This helps the buyers identify instances of manipulation better.

Do not take a ‘Set-it-and-forget-it’ Approach

Most of the buyers do not keep a track on where their ads are running. Campaign execution demands to take an end-to-end approach. It becomes more important while buying ads on ad networks or exchanges. It is imperative to insist campaign verification from ad analytics and measurement companies, such as Com Score, Nielsen, Alexa, and Nabler etc.

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