Welcome Digiday+ members! It’s time for our weekly Media Briefing, and boy, do we have some juicy insights for you. This week, we’re diving into a market check on why some agency execs are noticing an inflated rate of invalid impressions and click-through rates from Google, despite DSPs reporting something different. But don’t just take our word for it, let’s dig into the details.
Our town hall at the Digiday Programmatic Marketing Summit last week was buzzing with frustration. Two agency executives got real about how Google was invalidating impressions and clicks from demand-side platforms, and the numbers were pretty shocking. But don’t worry, we’re not stopping there. We also reached out to some other top DSPs for their take on it.
One agency exec shared, “Our ad servers are bringing back a good 20 [to] 30 [to] 40% of impressions, and even 90% of clicks, as invalid.” Yup, you read that right. We’ve got some theories on why this might be happening, and boy are they interesting.
Come and join the discussion, read more from the series, and let’s get to the bottom of this mystery! Check out the full article here and get the real scoop.