We can all agree that in 2023, data integrity is everything in digital advertising.
When it comes to tackling media data integrity, some tend to believe that as long as they come up with a great naming convention that tracks what the media data team needs and send this naming convention to the media teams to follow, the data problem solves itself. However, the world’s most advanced digital advertisers who have spent the last few years battling media data hygiene are most likely to disagree.
Coming up with a sophisticated campaign taxonomy and documenting it somewhere, is probably not even half way on the journey to media data integrity. More and more players in the industry have realized that the most major headache that remains to be solved, is the people problems in the execution processes.
Where do people problems come from
Perhaps to many industry outsiders’ great surprise, the digital media landscape remains very manual, siloed and fragmented, and it is even increasingly so.
- Data team vs. media team
Digital campaign taxonomy, which is an incredibly technical topic that requires 100% precision, is often defined by the advertiser’s HQ data team. And eventually, these naming conventions are being executed manually by the operational media teams, who have many other priorities alongside with naming convention compliance and who often struggle to understand what could possibly break a taxonomy.
- Brands vs. media agencies
Given the complexity of the global digital advertising ecosystem, most global brands work with dozens of different media agencies worldwide, which translates into thousands of individual campaign managers. How to ensure the communication of an extremely technical topic such as campaign taxonomy reaches every external stakeholder, and how to ensure every external stakeholder complies meticulously, is practically mission impossible.
- Existing tech solutions amplify such people problems
Even the tech solutions in the digital ad industry are amplifying such division and disconnection within the matrix of data vs. media and brands vs. agencies, which further fuels people problems and human errors in media data compliance.
Some solutions solely focus on empowering brands to reclaim control over their media teams and agencies, by showing every little detail how their media teams do not do things right. And some service exclusively the data team, without considering the user experience of the operational media team, even though it’s the media team that eventually generates media data with spent dollars.
How Grasp effectively solves people problems
At Grasp, we don’t think creating more silos and distrust nor turning stakeholders against each other is the way to go. Instead, we believe that with the right solution, we can bring everyone together.
- Eliminating human errors has been our core DNA
Ever since the founding of Grasp, we have identified that what is sorely needed for media data integrity and hygiene in our industry is not more complex naming conventions, nor more powerful taxonomy standardization systems. The real problem that needs to be addressed effectively is the “uncontrollable” human errors.
- Do the right thing at the very start, with a preventive approach
We believe that simply demonstrating what has gone wrong is neither effective nor constructive. With our patent-pending preventive technology, Grasp empowers all media teams to set up the compliant naming convention at the very start, and eliminates human errors even prior to campaign launch.
- Global governance paired with prevention
With our preventive approach which controls taxonomy execution at the bottom, Grasp also provides a governance approach which allows global HQ data teams to govern worldwide media data accuracy from the top.
- Connecting data and media, brands and agencies
Sitting right in the middle of this intricate “matrix” of data team vs. media team and brands vs. agencies, Grasp reconnects the once-fragmented dynamics between all stakeholders, by facilitating trust, transparency and excellence.
The impact of solving people problems in media data integrity
We have witnessed less than 10% naming convention compliance at top-tier global digital advertisers in spite of the world’s most advanced campaign taxonomies, largely due to the once-uncontrollable human errors. Being able to control the uncontrollable people problems through Grasp’s taxonomy suite, media data accuracy soars to more than 90%+ in just a matter of few weeks.
