There are many benefits the advertiser gains by implementing this technology.
- Improved performance
- Greater learnings
- Efficiency in time/resources (in addition to pricing)
First, it will improve performance of your campaign. This, of course, is the most important, as it drives immediate improved results to the bottom line.
Secondly, this will help inform your campaign with the ad network(s), as well as the remainder of your campaign, as to what types of sites might work best, what your best offer is, and what your best creative message/positioning might be.
And with hundreds/ thousands of sites, it would be impossible to traffic out that many ad tags manually through an ad server such as DART or Atlas -- and the ad networks do not usually allow this -- so this frees up the agency/client time to focus on the results, not manual tracking and optimization.
Next: Conclusion
