How to Beat Publishers at Their Own Game.

Welcome to the seventh edition of What's Next with Inc.

Today, I'll share three strategies to enhance your digital campaigns, enabling you to maintain control over your digital activities and achieve maximum results.

1. Stop Optimizing Bids and Budgets based on Publisher Data.

This one isn't a hard concept to explain, but I still get clients believing that publishers are honest and transparent organizations that want what's best for your business. They are not...(read more here).

If you're optimizing your bids and spend based on each publisher's very own 'data-driven' attribution model, then you might as well just spend more with the said publisher.

The reason why every publisher's 'data-driven' attribution methodology calculations are not open to the public is because it favors their own networks vs. other publishers. This is why TV stations don't get to publish their own ratings.

So, stop using their data to increase more spend with them.

2. Verify Publisher Data Quality.

We recently saw Linkedin reporting hundreds of clicks for a client in the UK, but GA4 and Incendium data (both first-party data) recorded less than 50% of Linkedin's clicks number as sessions.

Linkedin's CPCs are extremely expensive when comparing them against those of Meta and Google. Seeing firsthand that half of the client's spend didn't make it to the actual landing page left us dumbfounded.

By using Incendium, we were able to provide this insight to our client in the UK and they made informed decisions accordingly which drove better ROAS and ROI results.

3. Auto-upload Engaged Users as Custom Audiences to Improve Publisher AI Performance.

The latest feature of Incendium will be allowing its clients to upload their engaged users as custom audiences for publisher AIs to use it for lookalike audiences.

Incendium already has the ability to create very specific audience segments based on the user's site behaviour and interests. But now, our clients will be able to automatically sync with publisher AIs to target more of the people in the network likely to be similar to your engaged users.

This combined with Incendium's personalization engine allows our clients to show their visitors a completely new landing page experience with every unique visit - prompting higher conversion rates.

Why Marketers and Agencies Prefer Publisher-Agnostic Analytics.

The reliance on publisher data alone is no longer sufficient for marketers and agencies.

The need for unbiased, neutral analytics platforms offering transparent attribution models are definitely on the rise since the forced GA4 migration that happened last year.

Don't navigate your digital campaigns blindly - get better data with Incendium.

Stay tuned for more insights and innovations in future editions of What's Next with Inc as we continue to empower your journey in digital marketing.