The cascade of delivering and measuring systems complicates troubleshooting in the delivery chain.
Heterogeneous requirements make the situation even more difficult: In the balancing act between the lowest common denominator (publisher specifications) and the advertiser’s desire for creative advertising content, it is impossible to please everyone.
It’s all down to dosage
Even if every delivering system sticks to the rules: This can still lead to poor loading behavior or errors on the whole. Neither a glance at the first delivered redirect nor at the final result displayed is sufficient to recognize this. The entire development process is relevant.
What about transparency for publishers and advertising sales houses?
Since 2015, AdChecker has therefore been looking at every single request and logging the loading behavior. All relevant technical matters seemed to be covered.
Over time, however, AdChecker clients developed an increasing interest in new issues: Instead of “How fast does the advertisement load?”, the question at some point became “Who is sitting at the data table and perhaps has their own agenda?” Topics such as cookie dropping or an extremely long lifespan of cookies increasingly came to the fore.
From “sense of responsibility” to “liability”
With the increased focus on data protection aspects and at the latest in the context of the DSGVO and ePrivacy, it is no longer just a question of meaningfulness. Uncertainty is spreading: Is data collection permissible? Is there a risk of liability for downstream stages of the ad supply chain?
AdChecker takes this uncertainty into account by identifying the technical service providers (“Provider Detection”). It quickly shows which third-party systems interact with the user’s browser during the loading process. To do this, the analysis follows each individual request, in the case of VAST also the tracking events and MediaFile URLs.
If unwanted service providers are found during the daily checks of all active advertising activities, the warning lights in AdChecker come on.
But with a simple blacklist you quickly reach your limits.
Yes. No. Maybe?
What are the unwanted systems? What should happen if a remarketing pixel is unproblematic as long as client A uses it, but is regarded critically in the hands of client B? And what should happen with new, previously unknown providers?
In order to ensure the functionality and revenue potential of the advertising delivery, you should be able to agree individually with your direct clients and agencies on the service providers used.
In spring 2018, we therefore gave AdChecker a function for managing so-called “tracking contracts”. For each client/agency constellation, you can specify which systems are to be used.
If everyone involved sticks to it, AdChecker shows only green lights.
But red means “stop!”
But more about that another time.