The Ad Waste Buckets: a nuanced approach to defining and measuring ad waste
Briefly

from Thedrum2 months ago
Research suggests up to 43% of digital ad spend is wasted, highlighting the need for prioritizing quality over chasing low-cost impressions. Picnic defines ad waste as impressions failing to drive a meaningful outcome, emphasizing real user engagement for impactful results.
Thedrumhttps://www.thedrum.com/profile/the-digital-voice/article/the-ad-waste-buckets-a-nuanced-approach-to-defining-and-measuring-ad-waste
Ad waste can take various forms, requiring a nuanced measurement approach. Picnic categorizes ad waste into three buckets: objectively measurable (non-rendered, non-viewable), subjectively measurable (low-attention impressions), and unmeasurable (MFA sites, ad fraud), each needing tailored strategies for mitigation.
Thedrumhttps://www.thedrum.com/profile/the-digital-voice/article/the-ad-waste-buckets-a-nuanced-approach-to-defining-and-measuring-ad-waste
Read at Thedrum
#digital-advertising #ad-waste #measurement-strategies #quality-over-quantity
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