Introduction
In the fast-paced world of ad tech, it's critical to keep a close eye on the performance of your demand partners. They are a key component in your supply chain, and any lag in their performance can negatively impact your overall business objectives. At Red Volcano, we specialize in providing web, app, and CTV publisher research tools for supply side tech, ensuring your advertising strategy is at its most effective. In this article, we’ll uncover five warning signs that your demand partners might be underperforming and discuss effective strategies to address these issues.
1. Low Fill Rates
One of the first warning signs of an underperforming demand partner is consistently low fill rates. Fill rates represent the percentage of ad requests filled by a partner. If these rates are consistently low, it indicates that the demand partner may not be effectively monetizing your inventory.
2. Poor Quality Ads
Quality is paramount in the world of ad tech. If your demand partner consistently serves low-quality or irrelevant ads, it can harm your brand's reputation and user experience. Poor ad quality could be a sign that your demand partner is not adequately vetting the advertisers they work with.
3. High Ad Latency
Ad latency refers to the time it takes for an ad to load once a request has been made. High ad latency can lead to poor user experience, resulting in lower user engagement and potentially loss of revenue. If your demand partner is consistently causing high ad latency, it could be a sign of underperformance.
4. Lack of Transparency
Transparency is key in any business relationship. If your demand partner is not providing clear and transparent reporting, or if there are unexplained discrepancies in your data, this could be a red flag. You need accurate, real-time data to make informed decisions about your ad strategy.
5. Poor Communication and Support
Good communication is crucial for maintaining a successful business relationship. If your demand partner is unresponsive, provides vague answers to your queries, or does not offer adequate support, these could be signs of underperformance.
Strategies to Address Underperformance
Identifying these warning signs is the first step. The next step is to address these issues with your demand partner. Here are a few strategies:
- Regular Performance Reviews: Conduct regular performance reviews with your demand partners to discuss any concerns and develop plans for improvement.
- Demand Accountability: Hold your demand partners accountable for their performance. Ask for explanations for low fill rates, poor quality ads, or high ad latency.
- Seek Transparency: Insist on full transparency in reporting and data. If discrepancies persist, consider seeking advice from a third-party auditor.
- Improve Communication: Foster open and regular communication with your demand partners. Clear communication can help address issues promptly and effectively.
Conclusion
As a stakeholder in the ad tech industry, ensuring optimal performance from your demand partners is critical. By staying vigilant for these warning signs and taking proactive steps to address any issues, you can ensure your ad strategy delivers the results you’re aiming for. Remember, the performance of your demand partners directly affects your bottom line. Don't let underperformance go unnoticed. At Red Volcano, we're committed to providing the tools and insights you need to optimize your ad tech performance. Contact us today to learn more about how we can support your business.