The Importance of Campaign Transparency
Campaign transparency can often be one of the most important factors when considering a third-party partner. Knowing where your impressions were served, who saw them, and which ad creatives perform the best are actionable data points you can leverage to continually improve your campaign performance.
Partnering with a third-party advertising agency has its pros and cons. It’s reassuring to have a dedicated group focused on your campaign performance delivering the highest possible Return on Ad Spend (ROAS). The downside of a third-party agency: often your campaigns operate inside a black box.
WHY YOU NEED TRANSPARENCY
Many advertising agencies pre-purchase their display inventory in bulk, so your ads are only served where they’ve previously bought placements. This results in you only reaching a percentage of your audience, on a limited number of websites. Companies that operate this way, and charge on a Cost Per Click (CPC) basis, typically don’t give you any campaign insight.
Click-fraud underscores the issues with the lack of transparency a CPC model gives advertisers. Historically, this has been limited to the seller or publisher of the inventory, however, the recent lawsuit between Criteo and Steelhouse indicates that CPC retargeting providers can and have used bot technology to manipulate monetization and attribution.
HOW RETARGETER CAN HELP
ReTargeter prides itself on transparency. All of our managed campaigns utilize Real Time Bidding (RTB) to reach your audience exactly where they are, all across the web, and we deliver detailed reporting so you see what’s working where.
Campaign-specific data gives you an understanding of where your impressions are coming from, and which of your ad creatives are performing the best. Your Account Manager can leverage these data points to make further improvements to your retargeting campaigns, focusing only on the channels and audiences that deliver the highest ROAS. And since our pricing model is Cost Per Thousand Impressions (CPM), your ad spend is always predictable. In the end, this allows ReTargeter to explore a wider range of buying strategies while managing to your campaign goals.