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$380,000 in Credits
Case Study: Global Digital Display Advertiser Improved Standards
Challenge
A major global digital display advertiser wants confirmation that its effort is being faithfully implemented.
Solution
Advantage Media/EMM performed our enhanced digital tracking audit to identify placement errors, effect “real time corrective action and obtain credits for delivery errors.
- Measured the degree to which the display media buys were accurately implemented
- Identified areas of lost media value
- Indicated opportunities for recovery
- Guided the buying process to reduce problems and gain improvement going forward
Results
- While overall the agency did a good job, on a more granular basis there were some important shortcomings versus expectations impacting efficiency and effectiveness ...credits due of $380,000
- We can’t rely upon publishers to know our standards. We can expect them to observe those standards that are made known to them. Removed sites with chronic performance issues
- We need to be more precise in defining our standards to give publishers clear direction upon which to hold them accountable. We observed improved performance following greater clarity with vendors
- Ongoing, consistent tracking and corrective action is essential to ensure that business results are judged on a faithful implementation of the plan. We observed the tendency of vendors to fall back into old bad habits
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