Media quality measurement has improved the performance and integrity of the digital ad space. Optimized open web inventory is a tide that can lift all boats, but only if the buy-side and sell-side can forge a sustainable partnership. To empower publishers and media suppliers, here are three best practices that can improve yield and reduce friction with media buyers.
1. Start Media Quality Conversations Early
Ad ops teams are exceedingly aware of the impact on yield when advertiser media quality requirements aren’t met. But that focus is equally important for sales and account management teams.
Consider asking sales and account management teams to discuss the following questions with buyers:
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What media quality metrics are you measuring, and what are your goals?
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Who do you work with for fraud/IVT reduction?
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How often do you update your brand suitability strategy? Is there anything we can review to ensure we’re aligned on your goals?
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What are your viewability priorities?
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Are you interested in additional metrics, such as attention?
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Where does contextual relevance fit into your overall strategy?
Being proactive with these questions before campaigns begin will help publishers clarify a brand’s expectations. Ad ops teams can use this information to limit reactive adjustments and better align the right inventory with the right buyer.
2. Engage with Verification and Measurement Providers
When delivery issues arise during a campaign, diagnosing and troubleshooting them may require third-party input. But who do publishers go to for that information? Discuss this with buyers and reach out to the right vendor proactively about the specific goals of each campaign.
Working closer with measurement providers carries a number of additional benefits. Not only do publishers gain vital access to documentation, definitions and benchmarks, but some providers may even be able to provide additional reporting. For instance, publishers may receive access to DV’s advertiser platform, DV Pinnacle, in order to gain unique buy-side insights when working with DV advertisers. To learn more about this integration, watch our DV Pinnacle® 101 for Publishers webinar.
3. Take Early Steps Toward Data Democratization
Much of the friction in the industry boils down to disconnected processes and data utilization. When media quality data is fully democratized within an organization, new opportunities for growth pop up when media quality data is more evenly distributed across various publisher departments.
Making data more available for publisher teams is the first step for any business that wants to improve outcomes. To return to the example mentioned previously, publishers have an opportunity to make ad quality data available and relevant to sales teams in the pitching and negotiation process. They can also make viewability and attention data available to web designers to better understand the efficiency of layouts and placements.
How has your team been approaching media quality alignment issues? Are there any other best practices you’ve found? Contact us. We’d love to hear from you!
