$57 billion was spent on digital display advertising in the US in 2018 ("US Ad Spending 2018," eMarketer Report). That doesn't mean those resources were used wisely. Unfortunately, audience quality has not been advertisers' focus, to their detriment. Audience quality is essential to a successful campaign. Without investing in it, consumers are bombarded with messages or encounter irrelevant ones, which annoys and frustrates them. For advertisers, this equates to missed opportunities and wasted resources.
What Contributes to Poor Audience Quality?
- Bad actors
- Weak identity graphs
- Overextension
- Limited source data
- Underperforming models
Audience Provider Audit Programs
Oracle Data Cloud recently tackled...