Ad Statistics from a Media Buyer?

Statistics for online advertising should be provided by a media buyer, no?

[ksned]

I used to run websites for a company that ran online advertising. As a publisher, I used Accipiter to traffic ads and to provide stats to the buyer. The buyer, often an agency, used some other ad tracking system (say, DoubleClick). This way, we were able compare numbers and the buyer was confident that we actually delivered what they bought.

Now I work for a company that advertises. Our media buying agency simply bought space, but is not providing any statistics on the ads. They are relying solely on the publishers numbers (one of which doesn't have any analytics tools).

Am I crazy to think that the media buying company should be using an ad tracking/hosting solution in order to accurately track not only the delivery but the performance of the ads? Even if trafficking wasn't a part of the contract, shouldn't they be able to provide unbiased, comprehensive stats? When I approached them with this idea they looked at me like I had my face on backwards.

Am I nuts? I am one step away from setting up my own ad server.

I hope this is in the correct forum for this question.

Thanks much.

[nealrodriguez]

welcome to WebmasterWorld, ksned!

Am I crazy to think that the media buying company should be using an ad tracking/hosting solution in order to accurately track not only the delivery but the performance of the ads?

your thinking is as sound as a church bell ;) you should definitely have an option to track your ads performance; how else will you know whether your investment is producing a positive return?

Even if trafficking wasn't a part of the contract, shouldn't they be able to provide unbiased, comprehensive stats?

as long as lion tackle zebra, as a media buying 'organization,' that would be the ethical, and business-savvy thing to do; however, if they are not obligated to provide such a service under contract...

I am one step away from setting up my own ad server.

you may want to take step.

[Fortune Hunter]

Am I nuts? I am one step away from setting up my own ad server.

I fully agree with Neal, take the step. It sounds like you have the skills and knowledge to do it yourself so why pay someone else to provide a lackluster service that you can provide yourself better.

[ksned]

Thank you for confirming my sanity (or parts thereof). Not that I necessarily WANT to do this, but with no stats, it is necessary. On to OpenX I guess!
Thanks again!