We’ve all heard the phrase, “If you want something done right, do it yourself.” And that’s exactly what some brands are doing by moving their ad fraud solutions in-house. Brands are fed up with paying exorbitant pricing only to get data discrepancies and infrastructure issues with their current ad fraud verification solutions.
But making the switch to in-house control isn’t easy. Companies need the right tools, staff, and training to get the job done. Here’s why some brands are rolling up their sleeves and bringing their ad fraud verification in-house.
Brands Aren’t Happy With Outside Agencies
Many brands, including Heineken and Chase, are frustrated with their current ad verification agencies. They’re experiencing discrepancies between what their internal teams are finding and what the agency is reporting. For some, their internal teams are doing such a great job at running tests and analyzing data, it just makes sense to move in-house. And when technical issues arise, they don’t have to wait for third-party support to address the problem.
Another key factor is the lack of marketplace options to choose from. Not all ad fraud protection solutions are cut from the same cloth. Without a universal ad fraud measurement standard, every solution differs in their definition of fraudulent traffic. For some brands, this makes it difficult to find the right fit.
The Pros (and Cons) of Switching to In-House
When brands make the switch to in-house, they no longer need to rely on outside agencies to police, manage, and monitor their ads. This puts campaign control in the hands of the brand, allowing them to set their own criterion for brand safety, fraud, and viewability.
Related Post: How Ad Fraud Affects Your Brand Safety
Sometimes third-party solutions will become complacent because it’s not their revenue at stake. Moving toward an in-house solution forces brands to step up, since it’s their own money on the line.
However, moving to an in-house system is a big change that requires allocating resources such as time, budget, and employees. After all, you can’t build these models overnight. But if moving to an in-house system will tax your workload, it might not be right for your brand.
How to Know If Switching Is Right for Your Brand
Before making a decision to nix your agency, consider testing in-house to 1.) see if it’s feasible for your brand and 2.) compare your results with those of your current solution. This will verify if your solution is actually working, or if you need to make a change.
And even if you decide not to bring ad verification in-house now, always be testing to ensure your current ad fraud detection methods are doing the best possible job for your brand.