AVAILABILITY DEFICIENCY & NON-TRANSPARENCY RISKS

A recent essay on the dangers of averages and a lack of openness in our industry was published by AdExchanger. The article exposes the shortcomings of campaign outcomes wherein individual tactics perform outside of the desired range of performance, but the average KPI of all strategies falls within target. Additionally, the paper provides media planners with excellent guidance on how to proactively build campaigns to guarantee transparency in the tactics they suggest.