This morning, my agency announced that it would no longer consider ad networks for client business. That’s not a stance I’ve seen many agencies take, so I thought I would take a few minutes to discuss our decision, why we made it, and what it means to anyone wanting to work with us to design ad programs.
First off, it’s very important that people understand what we’re actually doing. There are numerous digital ad networks that want to fulfill our client ad buys with ad inventory sourced from the ad exchanges. Most of the time, they want to do that without giving us the utmost visibility into the quality of the ads, how they’re targeted and how much they cost.
Naturally, this is not okay.
As an agency, we went to great pains to ensure that our trading desk solution gave us full visibility into the media, data and technology cost of the ad impressions that make up our programmatic campaigns. Since the dawn of the programmatic boom, we’ve had to evaluate a number of potential media partners that are almost identical in their approach to developing their ad offering:
They source their inventory from the ad exchanges.
They want to handle the buying... Read more