It's Time For Buyers To Ditch Vanity Metrics And Collaborate With Sellers
Briefly

from AdExchanger4 months ago
Buyers could solve many issues on the open web by focusing on driving performance outcomes rather than vanity metrics like viewability and CTR, says Andrea Kwiatek of Goodway Group.
AdExchangerhttps://www.adexchanger.com/marketers/its-time-for-buyers-to-ditch-vanity-metrics-and-start-collaborating-with-the-sell-side/
Viewability and CTR, though not awful metrics, can lead to poor customer experiences when solely relied upon, according to Kwiatek.
AdExchangerhttps://www.adexchanger.com/marketers/its-time-for-buyers-to-ditch-vanity-metrics-and-start-collaborating-with-the-sell-side/
Collaboration with publishers and SSPs can help buyers achieve performance goals and find content aligned with brand messaging to avoid MFA, Kwiatek highlights.
AdExchangerhttps://www.adexchanger.com/marketers/its-time-for-buyers-to-ditch-vanity-metrics-and-start-collaborating-with-the-sell-side/
News publishers shifting towards more entertainment content could be a positive strategy for advertisers to support trustworthy sites and engage consumers, she suggests.
AdExchangerhttps://www.adexchanger.com/marketers/its-time-for-buyers-to-ditch-vanity-metrics-and-start-collaborating-with-the-sell-side/
Read at AdExchanger
#media-quality #performance-outcomes #vanity-metrics #publisher-collaboration #brand-safety
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