Honesty in Advertising: Prioritizing Quality over Quantity

In a world where most agencies leave clients in the dark, we're here to shed light on the truth: Quality reigns over Quantity.

In the ever-changing world of digital marketing, things never stay the same for long. In the last ten years, the digital landscape has shifted from being like the Wild West to a tightly regulated environment. But even in this controlled space, we face some big challenges – things like sketchy data due to ad fraud and tracking difficulties caused by stuff like the death of third-party cookies, Apple's ATT, and Android's Do Not Track.

Here's where it gets weird: Some companies claim they've got access to billions of ID connections in the US. One bold claim even says they have data on more than 200 million US households. That's pretty mind-boggling, especially when the official US Census Bureau tells us there are just 131 million households in the whole country.

Quality Matters Most

When it comes to dealing with identity, quality should be your North Star. Solving this intricate puzzle involves a blend of precise data and AI to spot the IDs that actually matter and connect them to the right users while respecting privacy rules. This accuracy boost is your ticket to top-notch performance.

This isn't a solo gig; it's a group effort. It demands various teams, from tech and advertising to marketing and finance, joining forces to gauge the outcomes. Sure, it's a bit of a juggling act, especially in today's fast-paced landscape, but it's absolutely essential.

The Simple Solution Isn't Enough

The solution doesn't lie in merely adding more IDs. What's truly needed is an influx of addressable and actionable IDs, correctly linked to the corresponding households or consumers. Achieving this isn't an easy task; it necessitates full-scale testing at the platform level, along with a comprehensive performance analysis.

Comprehensive Analysis

If you're still into those "lift" tests to scale up, it might hurt your platform's performance. The scale you buy often has useless IDs, thanks to sneaky ad fraud like adware, bots, click farms, and those transient mobile IDs from iOS and Android's Do Not Track. When you try to target these IDs, it usually doesn't work out as planned.

We've seen this lead to downsized ad campaigns on big platforms and even the downfall of companies like MediaMath. The issue sticks around.

So, how do we fix this? The solution is to ditch lift tests for picking identity vendors and instead embrace a thorough platform-level quality test.

From Testing to Quality Assurance

Based on our extensive experience at Mosto Digital, it has become clear that conducting rigorous tests of identity capabilities at the platform level is paramount when it comes to assessing the quality of the solution at hand. Constructing audiences based on these IDs and subjecting them to meticulous A/B testing procedures provides invaluable insights into the impact of the identity data on your platform's performance. This method serves as a window into the underlying dynamics, enabling a more informed decision-making process.

The Road Less Traveled

The point is simple: don't put quantity before quality. At Mosto Digital, we're here to guide your business through the digital marketing maze. We chat with you, ask the important questions, and give you a personalized plan. We break down all the digital marketing options and make a budget-friendly media strategy. We're all about that personal touch, and our easy-to-use dashboard keeps you updated on all your marketing moves.

Choose quality, choose Mosto Digital, and make your mark in the digital world.