I feel as though we’ve been singing the same old song for 14 years now. Our industry is still lacking in standards when applied to advertising and these lack of standards are providing opportunities for error in the marketplace. If I had to wager a guess I would say that at least 75% of all online campaigns have errors in either implementation or optimization and these errors could be addressed with standards.
Some of these standards include:
· Acceptable margin for error between third-part ad serving and site side reporting.
· Finalized standards for ad units (IAB standards are good, but too many people still stray from them).
· Agreed upon standards for trafficking requirements including period of time between receipt and post of ads.
· Agreed to standards for delivery and under-delivery opportunities.
Maybe “standards” is not the right term. Maybe it should be acceptance. What are the accepted margins for these situations mentioned above?
The media planners and buyers and the sales people are given too much latitude and this slows the process down substantially. In addition our business still lacks efficient processes for trafficking creative and reading performance. I wish we had this all sorted out so that we could focus attention on strategy and trying to increase performance rather than verify what happened in the past.