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Publishers should expect advertisers to push harder for performance validation across multiple data sources and be ready to demonstrate their value from brandlift at the top of the funnel to sales-driven impact at the bottom. The ask is more significant than just impressions.
Blavity Inc has added more than 50 new advertisers to its client roster this year, increasing its ad revenue by 56% in the first half of 2022, but as the year has progressed, delivering on some clients’ key performance indicators (KPIs), like total impressions, has gotten difficult, if not impossible. Numbers to know.
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