More advertisers think log-level data is a remedy for many of programmatic’s woes. Originally, they used the data to check nothing shady was happening to their money, whereas now they’re using it to funnel their money through cheaper, better-performing ad tech vendors. But getting this data isn’t easy. In the latest edition of our Confessions series, in which we trade anonymity for candor, we speak to the head of display at a retail advertiser about how hard it is to get ad tech vendors to hand over this data.
This conversation has been edited and shortened for clarity.
Why is log-level data so important to how you buy programmatic ads?
It’s all data generated by a single impression.
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