Navigating a minefield of data inaccuracies isn’t just a challenge—it’s the daily reality of ad tech. Precision in user identification is essential for delivering the right ads, yet the industry grapples with significant challenges regarding data integrity, commonly referred to as ID fidelity/signal fidelity. Too often, this data is either inaccurate or incomplete, causing ads to veer off target and leaving users disillusioned with irrelevant content.
Adding complexity, Supply-Side Platforms (SSPs) that link advertisers with publishers may prioritize profits over data accuracy. This profit-driven focus can lead to embellished data value or overlooked inaccuracies, undermining the advertising process.
ID/Signal Fidelity Issues
ID/signal fidelity is critical because it concerns the accuracy and completeness of the data used to identify users. Problems arise when IDs or signals do not accurately represent their supposed users, leading to ineffective targeting. For instance, incorrect demographic data might lead a young person to receive ads for retirement homes, wasting advertiser budgets and reducing campaign effectiveness. Currently, this is a prevalent form of ad fraud being done by some SSPs, which insert modeled IDs into the bid stream, that are misrepresented as deterministic. This games their DSPs counterparts into bidding outside of frequency caps an/or matching User IDs at an inflated rate. That’s why having clear and accurate data (good ID/signal fidelity) is crucial for effective advertising, to ensure you reach the right people, not teenagers planning their golden years!
SSPs Toeing the Line
The role of SSPs is crucial but controversial. They should ensure the quality and accuracy of the data they sell, but there’s a risk that they might prioritize their own financial gain at the expense of data integrity. This behavior could diminish trust in programmatic advertising, make it difficult for publishers to secure premium campaigns, and ultimately bombard consumers with irrelevant ads.
The Importance of Direct, Premium Media
Despite the challenges in the market, direct, premium media not only persists but thrives. This is because prioritizing a direct and transparent supply chain offers several key benefits, including:
- Financial Efficiency: Direct dealings cut out unnecessary intermediaries, reducing costs and increasing the return on investment.
- Carbon Efficiency: Fewer intermediaries mean a smaller carbon footprint, as less energy is consumed in the process of delivering ads.
- Transparency: Direct relationships foster a clear understanding of where ads are placed and how they are delivered, ensuring higher levels of trust and compliance.
Work With a Transparent, Trusted Partner
As a top provider in direct supply, Teads exemplifies this approach in the advertising space with a 96% transparency rating as identified by Jounce. With a strategy that avoids resellers, opting instead for direct connections with reputable, brand-safe publications, Teads ensures genuine engagement and upholds authenticity and trust in every impression.
Further, Teads does not support the use of practices known as ID Bridging and Fake Cookies, which erode not only trust and transparency but also the performance of our advertising partners.
As the industry confronts these ongoing issues, focusing on direct and transparent supply chains will be pivotal in rebuilding trust and maximizing efficiency, ensuring that advertising delivers real value to all stakeholders involved.
Want to learn more about Teads quality supply through direct supply integrations with 3,000+ content partners? Contact us to learn more.