The Inefficiencies Of Exchange Traded Media by AdExchanger
Steve Latham, founder & CEO of Encore Media Metrics, mentions that there are plenty of inefficiency and waste in programmatic buying. From fraudulent impressions, excessive frequency caps, and showing ads on sites with more than 6 ad placements.
Where Waste Occurs
Optimizing media starts with eliminating wasted spending. In the RTB world, waste can take many forms:
The percentage of wasted impressions varies by campaign, but it’s usually quite significant. Here are some general ranges of wasted RTB impressions:
Our take: Arbigo mitigates over exposure starting from the first important step of advertising--the creative production. In addition, Arbigo Wide Angle curated site list is updated constantly to avoid showing ads on unwanted sites from the start of the campaign. And AdLithium shows you a clear view of high level and detailed level of every campaigns that you run with Arbigo.
It’s Complicated: Online Campaigns With 50 Or More Ad Versions Increase By 32 Percent by Adotas
"DG MediaMind released new research today showing that digital marketers are managing increasingly complex online campaigns; the number of campaigns that averaged 50 or more ad versions in a single campaign has increased by 32.2 percent over the last four years.
Advertisers are striving to reach multiple audiences with the same campaigns or test variations of campaign messages to audiences, the research shows. Campaigns that had two to four ad versions increased from 24.6% to 29.0%, and those with 50+ ads increased from 5.4% to 6.4%."