Shocker- Campaign Management is STILL a beast for digital advertising
Right now, in a breakout session during the Operative Dashboard Client Summit, a handful of publishers are discussing challenges around campaign management, and more importantly, 3rd party discrepancies.
What’s the pain associated with 3rd party discrepancies?
1. Publishers LOSE REVENUE
2. They are forced to issue make-goods
3. End of month billing takes DAYS (not a simple process to reconcile)
4. Battling back and forth with the agency is time consuming and can effect the overall business relationship
Overall, the group feels that catching delivery discrepancies between the primary ad server and 3rd party ad server is cumbersome, and quite frankly, there’s no bandwidth to proactively catch these before it’s too late. One publisher said, “If we over-deliver, we live with it. If we under-deliver, then we serve more impressions.” Another stated that end of month billing and reconciling of these discrepancies can take “up to 2 weeks for the Finance team.”
While real-time campaign management (or daily campaign management) isn’t totally realistic, what IS the solution? How can publishers do a better job of catching discrepancies and reducing the amount of revenue lost?
Send us your thoughts on how YOUR organization is managing campaigns and 3rd party discrepancies.