Analytics people: should pixel tracking fall on the media agency or the creative agency?

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Media because I walked out of the room halfway through the question.

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👆Got it. Their consultant from Deloitte/Accenture/Whatever said it was necessary.

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Media, cause I don't even know why you'd want to track pixels.

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Media. Creative agencies often don't even know what a pixel is for

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Media cause you probably use the ad server for tracking.

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Media. That's what we do.

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I 100% agree just wanted to confirm. I've been having this argument with the account team/ project managers for the last 2-3 months and they do not see it that way

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They really don't have an argument. It's more or less they need/want it done and when I bring it up they ignore it

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Pixel firing and tracking depend on two things :
1. How the agency's ad tech team implements them ( and QA) and 2. If the direct partners have implemented them correctly on their 3rd party served placements .

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If the pixel is being used to feed a dynamic creative feed i.e. a banner that pulls in the last product(s) that someone has looked at on site, then it should probably sit with a creative agency. Outside of that pixels are more less only used to educate media buying and therefore should be managed by the media agency.

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What's their side of the argument?

Depends on what type of tracking + who implemented it. With pixels/tags there are two main types: prospecting and conversion. Those approaches tend to originate from separate teams (but not always).

We do the creative and the media agency sends the trafficking sheet and I'm create the tags to send back. This is a wpp media agency so I know they have a dedicated team for it . I just don't like doing other people's job because my account team is clueless

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