29
Jan
2019

Not All Transparency is Created Equal

01/29/2019

Advertisers need and deserve transparency when it comes to their programmatic spend. At Simpli.fi, we don’t just talk about transparency—we’ve built a localized programmatic platform that is transparent. How, you ask? Unstructured data. By utilizing unstructured data, we can give advertisers an unprecedented level of granular data about every impression on every campaign at every spend level. It’s programmatic transparency in action.


Where Are My Dollars Going?

Good question. This is perhaps the most important thing advertisers need to be asking when it comes to their programmatic spending. Unfortunately, far too many advertisers are spending millions on ineffective or wasted impressions. And if they do ask, they run right into the black box.

The black box is audience segments. Audience segments are exactly what they sound like—target audiences put into segments that can only be viewed and analyzed on the segment-level. What this means for advertisers is that they have no visibility into what’s actually in the segment; this means that if the segment performs well in a campaign (or not), there’s no way to tell why or why not. What’s needed is visibility into campaigns on the individual data element level.

This is where Simpli.fi comes in. We built a different kind of platform so that advertisers could shatter the black box and get real transparency in the programmatic space. By using unstructured data rather than audience segments, advertisers can run campaigns and get fully transparent reporting at the data element level rather than the segment-level.


Real Transparency at the Impression-Level

The result is that advertisers can view and report on each impression. This is simply not possible with audience segments. The ramifications of operating at the impression-level are enormous. Advertisers don’t just know what impressions are being bought—they can see the data behind why it was bought. This allows advertisers to target users at a significantly more granular and accurate level than audience segments.

And since we utilize unstructured data rather than segments, advertisers can see which data elements are performing well and which aren’t. For example, with Simpli.fi’s platform advertisers can see all the way down to how a single keyword is performing. If the keywords are not performing well, the advertiser can shift their spend to other keywords mid-campaign. Less wasted spend, less wasted impressions. This is real-time optimization made possible by working with individual data elements rather than segments.

And since this is all happening in real-time, the audiences Simpli.fi creates are dynamic. Meaning, the audience can evolve over the course of a campaign as we see what’s working and what’s not. And the entire process is transparent since advertisers can see exactly what is being bid on and what users are being targeted—and why. This is what we mean when we say transparency in action.


No Hidden Data Costs, No Hidden Fees

Advertisers want to know precisely where their programmatic dollars are being allocated. While this seems like a reasonable ask (and it is!), in programmatic advertising it’s much easier said than done. Most platforms are operating at an arbitraged, fixed price. No broken-out costs, little to no visibility into fees. This is the exact oppositeof transparent!

At Simpli.fi, we think advertisers deserve to know where every dollar they spend is going. This is why we created a platform where every bid on each impression is visible and every dollar is accounted for. There is total transparency into: media costs, data costs, fees, etc. Advertisers don’t have to guess where their dollars are allocated.

If this sounds like a game-changer, it is. With Simpli.fi transparency is not a marketing slogan—it’s how we do business.

If you’re ready to see what true transparency looks like, reach out to us at hi@simpli.fi.