Programmatic advertising is an intricate ecosystem with terabytes of data recorded for billions of daily transactions. The massive amounts of granular insights available make it extremely difficult for publishers to determine exactly where an error may be occurring. Programmatic is a quagmire of opt-outs, time-outs, media mismatches, and manual errors in an allegedly automated real-time bidding world. In fact, most publishers indicate they spend 2-4 hours a day digging into reporting and data.
Do you log into your bank account every payday to ensure your paycheck was deposited? Do you log into your credit card website daily to check for questionable transactions? Do you open up your call log to see if you have any missed calls or voicemails? Probably not. Rather, key updates are pushed to you as they happen via notifications. In an industry that prides itself on automation, algorithms and machine learning, why are programmatic ad ops teams still looking for needles in a haystack?
SpotX is currently overhauling our entire reporting tech stack, including back-end infrastructure, the SpotX Platform, and the SpotX Mobile App. Ultimately, we decided that success with this initiative would be defined as our users spending 25% less time searching for issues and pulling reports in our Platform. I know what you’re thinking. “Wait, you want your customers to spend less time with your product?” We sure do!
Although users like the immediacy of feedback from real-time reporting, and it helps identify errors in campaigns instantaneously, rarely are users staring at a platform and waiting for issues to occur. It’s about time programmatic put some push into our work-flows and less needle in the haystack searching/pulling of metrics. We should strive for systems that automatically notify ad ops teams about campaigns that need attention or require actions.
How nice would it be to get a notification on your phone that a campaign has high time-outs and has automatically been paused to protect your user’s experience? Perhaps you would receive an email immediately when a campaign started VPAID opting-out 100% of the time or your CTT/OTT deal wasn’t receiving the correct creative for you to transcode. Think of all the time that would be freed up for your ad ops team to spend manually activating deals with a DSP!
At SpotX, we believe the future of ad tech reporting is pushing data and alerts to users rather than requiring them to dig for insights and information. We hope the rest of the industry takes note.
This article was written by Nick Cuniffe, vice president of product at SpotX