Ads from the same campaign that were not intended to appear on the same page at the same time cannibalize campaign performance and lower overall reach.
The need for scale often leads advertisers to use multiple media partners on their campaign buys. Ad collision occurs either due to the technical inability of buyers to control where their ads appear or because of different media partners buying ads on the same page.
Ad collision wastes budgets and diminishes ad effectiveness, while potentially causing advertisers to bid against themselves and drive up the price of inventory.
Integral’s proprietary solution informs clients of the level of ad collision within campaigns and by site and publisher.