Sourced Traffic: Do You Know What This Is? (You should!)

May 25, 2016

By Bill Duggan

ANA recently surveyed our members to understand their familiarity with and use of sourced traffic – defined as any method by which digital media sellers acquire visitors through third parties. We asked three fundamental questions:

  • How familiar are you personally with the concept of sourced traffic?
  • Do your company’s digital media buys include any sourced traffic?
  • Do you have any comments you’d like to provide on the topic of sourced traffic? 

One hundred thirty-four members responded. 

When asked “How familiar are you personally with the concept of sourced traffic?,” ANA members overall are not familiar. A surprising 61 percent were either slightly familiar or not at all familiar; only 19 percent were either very familiar or extremely familiar.

                

 

When asked “Do your company’s digital media buys include any sourced traffic?”, the majority (54 percent) don’t know/were not sure.

      

We find this lack of familiarity and transparency disturbing. Clearly, marketers need to stay on top of issues that affect the efficiency of their ad spend. But additionally, media agencies need to help educate their clients and safeguard client investments, while media companies need to be much more transparent.

More in the just-released ANA white paper, “Sourced Traffic: Buyer Beware!”


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