In the fast-evolving world of digital advertising, brands pour millions into campaigns, expecting returns that go beyond surface-level metrics. Yet, behind the glossy numbers of impressions and click-through rates lies a deeper challenge- can advertisers truly trust the data they rely on?
The question is no longer just about measuring success but ensuring that measurement itself is accurate. As the industry grapples with these complexities, one thing is clear, rethinking how campaigns are tracked and validated is no longer optional, it’s essential.
These issues took center stage in a recent panel discussion at AdTech, titled – ‘Role of Transparency in Keeping Campaigns True To Their Objectives’- where Dhiraj Gupta, Co-founder and CTO of mFilterit, and Shashishekhar Mukherjee, Head of Digital Marketing at Reckitt, explored the critical role of transparency in digital advertising measurement. They emphasised why advertisers must look beyond impressions and clicks to safeguard brand safety, prevent fraud, and ensure true campaign effectiveness.
The discussion also tackled common misconceptions, regional challenges, and the urgent need for independent monitoring. Highlighting industry-wide concerns, the panel made it clear that relying solely on platforms and manual interventions is no longer enough to uphold advertising integrity.
Gupta said, “Ensuring efficiency in campaigns is crucial, it’s a given. However, achieving true efficiency is often challenging. At first glance, a campaign may seem efficient, but advertisers frequently analyse their data and encounter inconsistencies that don’t quite add up.”
Posing a question to Mukherjee, he asked, “Many advertisers report seeing unusual patterns in their campaign data- CDRs that don’t align, ROI that falls short of expectations, etc. Meanwhile, platform analytics, Google Analytics, and publisher reports present impressive figures. Despite this, advertisers continue to rely on these numbers. How do you drive efficiency when the data you’re trusting might not be entirely reliable?”
Mukherjee said, “We acknowledge that platform reports have been an integral part of the industry for a long time and that people generally trust them. However, relying on these reports blindly is not something we do. It’s essential to establish an external validation mechanism to assess whether the reported numbers truly hold up.”
In any data-driven model, certain brands may perform slightly ahead or behind at different points. However, it all comes down to evolution, once the true power of data is understood, it can illuminate insights more effectively, he added.
Moving on, Gupta said, “We’ve come across data that exhibits highly unusual patterns, such as click-through rates (CTRs) reaching 60% and visit-to-click ratios that simply don’t add up. The numbers don’t hold up under scrutiny. Yet, at the same time, we have advertisers who claim to have airtight tracking, reliable attribution, and strong platform support.”
The entire measurement space also encompasses critical concerns like brand safety and ad fraud. However, many advertisers unfortunately approach it as nothing more than an audit exercise, something to address when an auditor raises questions or when a CMO asks for proof of action. They see it as a compliance checkbox rather than an ongoing strategic process.
Mukherjee, “Brand safety and ad fraud are business-critical concerns for us. Overlooking these aspects can lead to both reputational and financial damage. A few months ago, we observed an unusual click-to-visit ratio in a particular campaign. In the case of a CPG deal, paying for consistent clicks might seem acceptable, but if those clicks fail to convert into visits, it signals a deeper issue within the ecosystem, one that is only now coming to light. These are the key challenges that need closer attention.”
Gupta highlighted that a single successful campaign in a year, generating substantial profits, could potentially cover the cost of measurement for an entire year if this issue is resolved. The return on investment is clear, ensuring campaign safety and protecting 20-40% of the budget could easily fund all analytics for the year.
Furthermore, he went on to say, “A full-funnel approach encompasses the entire consumer journey, starting with impressions that lead to clicks, followed by website visits or sessions, and ultimately resulting in a purchase. Traditionally, brand marketers focus on impressions and CTR, often stopping at clicks while leaving the rest to performance marketing teams. However, a brand campaign should also drive measurable outcomes. As I recently heard, every campaign today is a performance campaign, there’s no longer a scenario where performance isn’t a priority.”
Adding on to his point, Mukherjee said, “Performance marketing isn’t limited to D2C alone. Even without a direct-to-consumer journey, brands need visibility beyond just the funnel, factors like cost per click and engagement metrics still matter.”
“A top-funnel campaign shouldn’t be evaluated solely on emulation time clicked, as there’s always an underlying objective. Whether it’s form submissions, time spent, or specific engagement actions, failing to track these aspects is a missed opportunity. Performance should be at the core of media planning, not just confined to D2C growth strategies,” he added.
