What we've been hearing from the buy side is clear: performance is the goal, and without transparency, improving performance is near impossible. Transparency can sometimes get thought of as niche vanity metrics, but it's important to remember that transparency comes in many flavours, and without it, improving performance is near impossible. Not being able to see what influences performance is like driving a manual car while having a hand tied behind your back and wearing an eye patch
The test is still in early stages, and Hearst's svp of ad product and data Jen Dorre, offered only limited detail last week at the Digiday Publishing Summit in Miami. Still, the early signs are promising. When advertisers buy Hearst ad inventory through the Amazon DSP, Dorre's team is seeing noticeably stronger completion and click-through rates compared to other buys.
