Digital Diagnostic
Stop Guessing and Take Control of Your Digital Media Investment
Advertisers are losing control of their digital media.
The industry unequivocally agrees. Much of the digital media supply chain has evolved and thrived as a black box.
The latest ANA guidelines confirm what many ambitious marketers already suspect, calling the ecosystem "riddled with material issues and mind-numbing complexity".
When you lack clear, objective benchmarks and independent data, justifying digital spend to the CFO becomes mathematically impossible. Apathy from marketers is practically expected, and your ongoing silence is being actively celebrated by the programmatic supply chain.
The industry agrees, brands want digital media to work harder.
The Association of National Advertisers calls the digital supply chain “riddled with material issues, including thin transparency, fractured accountability, and mind-numbing complexity.” They urge brands to take responsibility by actively overseeing programmatic buys and conducting regular performance reviews to ensure accountability and effectiveness.
ISBA found that only half of advertiser spend reaches publishers, and 15% is simply unattributable. Most ads are placed on “non-premium” sites, which, as Bob Hoffman bluntly puts it, means “crap.” ISBA urges marketing procurement teams to lead the push for transparency, armed with market intelligence and a clear mandate to protect advertiser value.
The IAB warns that advertisers often pay inflated CPMs in programmatic without understanding where their money goes; technology fees are hidden, making true ROI hard to measure. They also highlight the ongoing threat of ad fraud, noting that without proper detection, brands risk wasting spend on non-human traffic in a system where “fraud follows the money.”
The World Federation of Advertisers estimates that 55% of digital media spend goes to intermediaries, the so-called “tech tax.” To take back control, advertisers must demand “complete transparency… to maximize transparency and gain control,” backed by stronger contracts and industry-wide behavior change.
Advertisers are losing control of their media. As Ad Age reports, too much programmatic spend still flows to low-quality “made-for-advertising” sites. Brands must “demand full transparency,” ensure audit rights in agency contracts, and track how much spend is wasted on low-value inventory.
Digital Control™ delivers high-performance analytics and coaching to brand teams that want to compete harder and win more.
We know that media is complex and fast-changing, even the most experienced marketers can find it frustrating. They wish they knew how to increase performance; what to stop doing, what to keep doing and what new techniques can give their brands the competitive edge.
Since 2009, ID Comms has helped the world’s most ambitious brands make their media investments unbeatable by being more effective.
We are proud to have analyzed over $50bn of media spend and millions of data sets for hundreds of advertisers... and we're just getting started!
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“I spent 7 years as Media Director at NIKE in a culture of peak performance where second best meant failure. Digital Control™ is a tool for elite marketers to reliably beat their competition with an unfair advantage. Experience has taught me the more you measure, the more you learn, the better you get”
DAVID INDO, CO-FOUNDER ID COMMS
Your 3-step path to total Digital Control™
Take the 2-minute assessment
Answer five rapid-fire questions to objectively diagnose the health and transparency of your current programmatic supply chain.
LET'S DO THIS
Get your score
Instantly uncover your true 'Media Maturity' stage and pinpoint exactly where your working media dollars are actively leaking.
Review scenarios on our call
During our discovery call, our product team will walk you through a customized, data-backed roadmap built specifically to fix your vulnerabilities..png?width=583&height=876&name=portrait%20photo%20(1).png)
At ID Comms we know that you want to stop worrying about your digital media.
In order to do that you need to constantly monitor your media spending for risks and waste.
The problem is media is so complex and fast changing which makes you feel you never know exactly what's working and what is wasted.
We believe that every brand deserves better media and when brands get the media they deserve they flourish and grow.
We understand that advertisers want a way to easily dial down the risks and dial up the results in digital media, which is why we created Digital Control.
It's an AI-enabled technology that gives advertisers confidence by continually analyzing and benchmarking the performance of their programmatic, search and social media.
Here’s how we do it:
- FAST DATA: We plug into your platforms to securely gather your digital media activity data
- STUNNING VISUALIZATION: Your spend is analyzed and benchmarked using market-leading technologies and presented in easy to read dashboards
- AI ASSISTED COACHING: You get insights right when you need them, accessible 24/7. The more you use it, the more you learn, the better you get
Stop worrying that your digital media is under-performing , and instead outpace your competition and watch your brand fulfill its potential.
