What kind of third-party monitoring companies does the digital advertising business really need?
Recently, the "Live Circle" pop-up:A night to earn 1.2 million, still can not escape the "blood loss" article brush burst social media, in addition to exposing the inside of the live circle, false traffic of the public knowledge of the chaos has once again caused the industry warning.In this article, the general manager of an advertising company pointed to the existence of false fans in the live broadcast room phenomenon, said that there are even some third-party data companies, but also specifically for MCN institutions or individuals to provide professional live-streaming data packaging services, showing false online numbers and fans.
Not only exists in the live broadcast room, the advertising industry chain will exist false traffic, and this ultimately harm is the interests of advertisers, large marketing budget spent, can only be paid tuition. Global digital advertising fraud is expected to cost an all-time high of $44 billion by 2022, according to Statista, an online statistics portal. In the long run, it will not be conducive to the healthy development of the industry. Therefore, the advertising industry needs objective and impartial third-party monitoring companies.
As a third-party monitoring company, the principle of neutrality is fundamental to its long-term development. On the basis of adhering to this principle, strong data technology and high level of service capabilities are also required for third-party monitoring companies.
Neutrality is the lifeblood of third-party monitoring companies
Advertising is a special commodity, its goods transactions are based on exposure, touch and other indicators as a measure. Early on, the media will provide such data, agents or advertisers will also look through some of their own monitoring means, but with the development of the digital advertising industry, the traditional means of monitoring more and more uncontrollable, the need for third-party companies, through big data technology means to do a full amount of data monitoring, data reporting: on the one hand, as the basis for reconciliation, to help advertisers and audits to form a settlement; The advertising industry requires third-party monitoring companies, provided that third-party monitoring companies are completely objective and impartial and cannot be biased against the media or tied to any other stakeholder.
If a third-party monitoring company is tied to a media party or other stakeholder, the data report provided to the advertiser will have moisture, not only the settlement basis is not allowed, the advertiser's subsequent delivery decision if it relies on the data with moisture, will certainly favor the media with interests, can not achieve effective conversion. This seriously harms the interests of advertisers, easy to create a vicious circle, is not conducive to the healthy development of the advertising industry.
For third-party monitoring companies, if they do not adhere to the principle of neutrality, they can gain a while, but they lose the trust of advertisers, it is difficult to last. Advertisers still care about the objective independence of third parties,And guoshuang for many years has adhered to the principle of independent third party, that is, adhering to the concept of customer-centric, and strive to keep the last line of defense for advertisers. It is also consistently neutral attitude, so that the national double has obtained a large number of advertisers trust and support.
Global marketing monitoring makes brand growth more real and transparent
In addition to dealing with large amounts of data, advertising monitoring is important to be able to identify abnormal traffic, with the escalation of cheating methods, false traffic everywhere, and has become more and more like real users. This requires third-party monitoring companies to have strong data technology capabilities to identify abnormal traffic, including data processing, artificial intelligence, etc.
In terms of data technology, Guoshuang's advantages in the industry are also very obvious, so far, Guoshuang has passed the China Information and Communications Research Institute data mining platform basic capabilities, including 10 big data product capabilities assessment;
At the same time, in order to help advertisers better advertising monitoring, identify abnormal traffic, Guoshuang is also actively promoting unified and transparent standard-setting in the industry: actively participate in the activities of China-Guangzhou Association, MMA and other industry associations, to help promote unified monitoring standards and tools, and in 2018, served as MMA China Advertising Standards Committee under the OTT monitoring standards group leader. In addition, Guoshuang actively participates in the international MRC-related standard certification, to the industry's highest standards to verify their ability to identify anomalies.
And Guoshuang's Ad Dissector (full-process multi-scene marketing monitoring and analysis optimization platform, referred to as AD) is currently able to provide advertisers with such a set of front and rear-end through monitoring capabilities of the whole range of marketing monitoring solutions, specifically, there are three main dimensions: First, online and offline advertising monitoring, including PC, Mobile, OTT, outdoor screen and so on. Second, front-end monitoring, the so-called front-end monitoring, refers to the media display of advertising space monitoring, back-end monitoring, refers to the user click on the advertising behavior monitoring, including the customer's official website, small programs, WeChat, APP and so on. Third, the customer's own platform and third-party e-commerce platform data access monitoring.
The entire chain is convincing because the data between the various links is verified by each other. Through such a set of online/offline, front/back link, own/third-party domain marketing monitoring solutions, in addition to being able to output basic reports, it is more important to restore the complete user journey, combined with full-link evaluation and analysis, to help brands do a complete user experience optimization. In this way, the medicine for the disease, the national double can help the brand targeted optimization of all links, enabling the brand to achieve real growth.
A high level of service capability is a unique advantage for third-party monitoring companies
With the increasing fragmentation of the media, the increasing number of consumer contacts, coupled with the ad variety of innovative forms of advertising, also pose a great challenge to the service capabilities of third-party monitoring companies. First, third-party monitoring companies need to have sufficient media coverage, and second, they need to be able to help customers solve various technical problems encountered in the advertising monitoring process in a timely manner.
Guoshuang has carried out a third-party monitoring business for many years, and the media has maintained a friendly, neutral, cooperative attitude, and the mainstream media platforms have achieved data docking, not only has a strong team of experienced consultants, can quickly respond to customer demand in advertising monitoring, data analysis, abnormal traffic troubleshooting and other aspects, behind a strong technical team, can keep up with the rapid development of the digital marketing market, timely meet the various innovative demands of advertisers.
Adhering to the principle of neutral third parties will not waver, and based on the accumulation of data, technology, service capabilities and so on, Guoshuang will continue to strive to promote the healthy development of the advertising industry, for the real growth of the brand.
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