Month: January 2018

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The current online advertising system has in many ways become very complex and features a large number of competitors with high pockets. They are stranded in crowded value chains throughout the net with limited transparency about what ads were visible and where they appeared. Unlike other media, in digital marketing, you can display ads, but not appear in front of consumers. Indeed, some displayed ads are never made in the consumer area and are there before never having a chance to see. In addition, the cost of producing incremental digital ads is either zero or near zero. These movements have created unlimited supply of inventory ads with inability to detect high quality inventory from low or no quality inventory.

Most of the Digital Marketing Authority states that "the service is displayed" the standard that has historically been the basis for the purchase and sale of digital advertising. While it is understandable that this came to the currency with no better options, it is the case that when every player in the ecosystem receives an advertisement that is simply served instead of being truly visible by the consumer, the incentive is to increase the amount over quality. As a result, the average website is cluttered with ads in every corner of the screen, but many of them never have the opportunity to influence. Poor quality or invisible ad views lead to a weaker campaign performance, as advertisers get less motivation to advertise and ultimately lead to lower cost-per-thousand impressions for publishers.

When the Advertising Campaign Closure Program is closed, these digital advertising agencies are set up to improve and simplify ad campaign measurements by determining when the ad is actually visible, delivered legally to non-human consumers. geography and in a safe environment around the world. When ad campaigns are confirmed on these issues, advertisers can ensure that the only ad considered is the ability to influence the target audience and that their performance on the campaign is not contaminated by the presence of impressions. Having more media confidence helps advertisers justify increased investment in digital.

For publishers, increased transparency around the visibility of certain ad ideas encourages them to remove redesigned designs to deliver better aesthetics for users and better canvas for advertisers. This increased transparency will also allow advertisers to release the gold below the break & # 39; and consider revenue from their inventory, especially those ads that appear further down the page, yet attracting strong audience and maintaining high visibility.
The prolonged promise of online advertising is that, as the most measurable of all the media, it would inevitably reduce advertising plans from print and television. While it has clearly been possible to print it, the same can not be said about television, in part because of the uncertainty that has continued to surround the performance of digital advertising. With validated impressions and confirmed GRPs, the digital channel now offers indicators that are truly media comparable to TV shows because the ads are based on the same opportunity to see & # 39; standard.

The time for Digital Marketplace to get its fairness as an advertising medium and it will only happen by improving transparency and better responsibility for the ads being delivered. . Embracing digital shortages will have to change the supply and demand equation for online advertising, and the basic economics of industry is ready to realize the full potential.

Source by Deepika Rawat