Brands want to make informed media buying decisions.
But in the age of misinformation, that’s become tough to do.
Fake metrics, faked domains, fraudulent bots, questionable buying practices, inefficient technologies, broken integrations, and opaque partnerships have caused even the most informed buying decisions to be shrouded in doubt and uncertainty.
It’s hard to understand what happens online. It’s even harder to run a digital advertising campaign that doesn’t waste money.
This is why Lucidity has built a transparency solution with blockchain technology; to fight fraud, eliminate waste, and ultimately deliver better outcomes for brands advertising online. This is also why we worked with the IAB Tech Lab’s Blockchain Pilot program to run over a dozen blockchain-powered advertising campaigns that test the effect of transparency and standards enforcement in media buying.
Today, we are excited to announce the results of those campaigns – compiled for your convenience – into the first-of-its-kind 2019 Ad Transparency Report.
The goal of the report is to illustrate how blockchain-based optimizations can affect campaign performance. Can blockchain technology create the transparency needed to help fight fraud and eliminate waste?
Confirmed By Blockchain, Optimized By You
The report demonstrates the divide between traditional performance metrics (the kind that might show up in a report or in your favorite analytics dashboard) and those that are confirmed by the entire advertising supply chain.
Blockchain technology works to create agreement between multiple parties – in this case, all the different partners and technologies required to run a digital campaign. By ingesting signals from all supply chain participants, we are able to create what we call “confirmed metrics”.
Unlike your standard CTR or impression count, confirmed metrics match signals between the ad trackers, DSPs, and exchanges to create a more reliable data point. If a DSP didn’t see a metric that, say, the advertiser’s ad tracker did, that creates a discrepancy. We’ve found that discrepancies are a reliable indicator of harmful activity, and therefore create reasonable doubt in the validity of the metrics in question.
Think of confirmed metrics like a “true impression” or “true CTR. It’s a metric that accounts for waste and fraud.
Optimizing campaigns using confirmed metrics creates better outcomes for brands. A few key findings from the report:
- High rates of impression discrepancy plague programmatic: 14% of all impressions served were discrepant, meaning only 86% were confirmed as non-discrepant across the supply chain
- There are even higher rates of click discrepancy: 48% of clicks were flagged as discrepant. Only 52% were confirmed by the supply chain
- Optimizing against discrepancies led to significant lift in performance: With optimizations from Lucidity generated insights, overall impression match rates improved by 13%, and click match rates improved by an average of 22%
To read the complete findings, including breakdowns between in-app and web inventory, the effect of confirmed metrics on conversion rates, and more, download the 2019 Ad Transparency Report today.