Advertising reconciliations can occur for several weeks after an impression fills, as providers compare and verify the data and invoices for varying vendors with the actual spending of advertising campaigns.
In the context of digital advertising, programmatic advertising refers to the automated buying and selling of online ad inventory through platforms and algorithms. Advertisers often work with multiple programmatic advertising providers, such as demand-side platforms (DSPs) or supply-side platforms (SSPs), to reach their target audience across various digital channels.
Reconciliation ensures that the data reported by these providers aligns with the actual results observed by the advertiser, such as impressions, conversions, and spending. It involves cross-checking metrics like impressions served, conversion rates, and other key performance indicators (KPIs) against the invoices received from the advertising platforms.
Reconciliation is crucial for advertisers to ensure transparency, accuracy, and accountability in their advertising expenditures. It helps them identify discrepancies, resolve billing issues, optimize campaign performance, and make informed decisions regarding their advertising strategies and budget allocations.
Sometimes providers will make these reconciliations in reports received even after initial reports have been posted in the Console. Because of this, you may notice your daily revenue adjusts, if a provider has pulled back revenue previously posted.
This is one reason Monumetric pays on net 60-day terms. We wait until we have money in hand before sending payments because we do not want to do reconciliations with money already paid.