The New “MAPP” of Transparency

Marketers are becoming more cautious about where their cash is going as worries about ad fraud, viewability, and a lack of transparency continue to dominate the news. They now demand more access to their traffic quality analytics and information about the variables that affect how well their campaigns succeed. As a result, as programmatic marketing platforms advance, they must offer more transparency into what happens behind the scenes. Without the complete confidence of advertisers, even the best performance would be meaningless, as we are aware of. We invested heavily in creating a four-part “MAPP” that tells marketers everything they need to know about who a campaign is reaching, what drives performance, what proportion of advertising are shown to actual people, and an analysis of which ads were served on which platforms.