Have you ever wondered why you don’t know how many impressions your website serves when it comes to display ads? It could be the fact you mismanage ads… but most likely it’s simply because the ad networks keep it that way by design.
DISCLAIMER: We work with a number of ad networks that are honest and good. My personal favorite is Sovrn. However, the vast majority of them are not set up to help you in the long run. Please feel free to reach out to us and we will give you a list of the ad networks we trust.
The Real Problem
Think about an article recently published in the Wall Street Journal, “Ad Business Full of Nontransparent Practices, Study Finds,” by Suzanne Vranica.
In her article she says the following:
“The Association of National Advertisers said its probe of the advertising business found that rebates and other nontransparent practices are “pervasive” in the U.S., raising alarms about how ad agencies conduct business throughout the industry.”
Here is my question… Why would any industry want to be so opaque? I can’t think of too many good reasons.
That opaqueness keeps the information out of your hands. You can’t make the decisions you need to.
The article continues:
“The media business system is not transparent and marketers are not getting full disclosure on the information they need to make informed” media decisions, said Bob Liodice, ANA’s chief executive.
Here is what we want. We want transparency. We want the information you need freely available. And that is why we are here.
As a side note… You may want to check out the article yourself.