Performance has been very hard to measure and make ads accountable if comes to real-time bidding (mainly digital), programmatic buying (mainly digital) and billboarding (mainly offline - let’s call this billboards, tv & radio in this context). On top of that, many publishers take a fee on the media spend and that’s how they earn their money.
Well… that’s officially gone now.
A good thing for several reasons:
- Publishers will have to prove what they’re worth
- You’ll probably be served better ads and less in your face shitty stuff
With the growing speed of technical improvements if it comes to measuring the whole sales funnel, the branding aspect will become accountable as well. So … don’t you worry digital creatives, it will take some time for that technology to be affordable, but it will get here sooner than you think.