One of the fun things about the business of ad network optimization is the plethora of numbers and the joys of reconciling them. For any campaign, the ad network has a set of numbers, the ad network optimizer has a set of numbers and the publisher has a set of numbers. Of course, these sets of numbers rarely agree. For an anal accountant (and I’m one of them), this is a potential nightmare.
Much has been written on the subject of ad impression discrepancies. (I found this post to be particularly helpful. http://www.adify.com/6-causes-for-discrepancies-between-impressions-and-click-counts-and-3-ways-adify-helps-manage-them). Understanding and accepting that there will be differences with the ad impression counts is a part of the business. Certainly differences above a certain minimum reasonable threshold need to be investigated and resolved. But any discrepancy within the reasonable parameters needs to be accepted so all parties can move on to the next issue.
In this business of ad network optimization it is critical that there is a team – both in finance and analytics – that understands and in fact, revels in all the numbers. Dealing with hundreds of publishers and tens of ad networks quickly leads to exponential amounts of numbers – ad impressions, CPM’s, revenue, etc. We need brave men and women in this field to distill, report and analyze the numbers to be certain that we are driving as much revenue to our publisher clients as possible.
Who has a horror story or better yet, a happy tale to report on the numbers?
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