A participant made an interesting remark made on this week’s ResTech online conference. Paraphrasing, he said that online sample (and the various technologies and companies) are actually a sub-industry under AdTech. As a 20+ year industry vet, I always viewed online sample as a distant cousin to AdTech, but not necessarily a sub-industry. I view online sample as part of the Insights ecosystem.
The massive infusion of PE and VC capital into online sample over the years has reshaped the online sample world into one that looks very much like AdTech. That has come with tangible benefits (i.e., efficiency, feasibility, etc.). But it also had some consequences. Your orientation on whether our industry is Ad Tech or Insights implies many things about how you view data collection.
“AdTech” is a massive technology ecosystem that drives digital advertising clicks and impressions—comprised of a robust mix of high-demand and low-traffic websites that sell their online ad inventory to advertisers. Clients often compete in auctions for prime (and subprime) placement. Because of the level of automation, AdTech has been plagued by fake websites and manufactured clicks that capture billions of the aggregate ad spend dollars. Even the most prominent firms Google, Facebook, and others, have been repeatedly targeted.
The ROI from the AdTech ecosystem absorbs the constant revenue loss. Ads are designed to generate a sale which volumes of manufactured clicks won’t produce. This ROI, combined with the efficiency gains, cost-effectiveness and performance management, made this an explosive growth sector that completely reshaped advertising.
Market Researchers don’t usually set their online sample budgets based on how many survey clicks they get on a project. They pay for a CPI (Cost per interview). This assumes that a completed survey, filled out by a properly targeted and qualified person honestly and thoughtfully. The ROI is based on the quality of the data and insights, and the data is all that matters.
So, what happens when sample suppliers start acting in the AdTech mold- where the goal is driving mass volumes of clicks or impressions at the cheapest rates possible? Well, the alignment on the main goals falls away. This creates a chasm that leaves researchers scratching their heads when online research data starts experiencing AdTech problems.
Many researchers don’t recognize the language, rules, or dynamics of the AdTech game. But their data is often collected by very different standards than they think.
This is why OpinionRoute commits so much time, energy, and dollars in tools to keep Market Researchers thriving in a changing market. Want some help proactively ensuring data quality on your next project? We can help. Give us a shout. We love to talk shop!