Working on a digital pitch for a client that doesn’t use URl tracking or an ad server (how they measure? Errr unclear)
Does anyone feel like ad servers like CM360 are archaic? Do any agencies or major brands make the conscious choice NOT to use an ad server?

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I wouldn’t say these things are archaic, but I’ve inherited programs where historical teams were mindlessly racking up costs in ad serving fees with zero consideration as to why they were even really being used beyond “need tags”.

URL tracking is non negotiable because it’s analytics hygiene. But with some walled gardens that don’t give access to certain metrics, or you have a measurement system that doesn’t rely on ad server, or you have partners that will not bill based on CM delivery, there are many cases where the added trafficking and costs are yielding very little benefit. It really just depends.

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