How do ad intelligence tools for the web differ? One crucial distinction lies in the methods of data collection.
Two well-known and widely applied methods are the panel-based and the crawling-based approach. While a panel-based approach to ad intelligence operates with a user panel to collect ads across the web, a crawler-based approach captures digital ads without relying on user data by navigating the web independently.
When choosing a solution, it can be helpful to know about the specific strengths and limitations of each approach.
Panel-Based Approach
How does it work?
- Relies on a panel of users who share data about their online activity
- Tracks which ads appear as panelists navigate the web (audience-side capturing)
- Data is aggregated and analyzed to estimate which ads are being shown, where, and to whom
- As captured data is limited to panel size, data is scaled up to estimate trends across the broader population
Strengths
- Measures ad exposure based on what users encounter online during natural browsing behavior
- Delivers audience insights and can thereby show which groups are reached and how frequently)
Limitations
- Data accuracy heavily depends on panel representativeness, a major challenge in fragmented European markets
- Panel consent collection often risks GDPR non-compliance
Crawler-Based Approach
How does it work?
- Applies automated systems to scan websites and platforms for ads, simulating user behavior
- Crawlers detect advertising elements, and record creatives and associated metadata directly
- Collected ads are categorized by brands, format, etc.
- Analyzes and aggregates data to reveal which brands advertise, where, and how
Strengths
- Comprehensive coverage, capturing ads from thousands of representative sites and platforms
- Scalable and consistent, allowing continued monitoring across brands
- Shows the whole landscape, incl. placements on long tail sites
Limitations
- Narrowly targeted ads might not be captured by crawlers
- Crawlers’ direct access to walled gardens can be restricted
How to Choose the Right Ad Intelligence Solution
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Actionable Data
Look for tools that don’t just collect raw data, but transform it into clear, actionable insights through intuitive visualizations and reporting.
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Compliance & Transparency
Transparency matters. Ask about the methodology of data aggregation and extrapolation to assess whether the solution aligns with your needs. Choose providers who collect data responsibly and adhere to privacy regulations like GDPR, also when compiling user panels.
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Evolution & Support
Digital advertising moves fast. Your ad intelligence partner should evolve with the industry and offer dedicated, personal support to help you understand and make the most of the data.
The Bottom Line
Whether you want to monitor market trends, uncover new leads, or stay ahead of competitors, visibility into the digital ad landscape gives you the clarity needed to make smarter decisions.
If you’re looking for a trusted, omnichannel source of ad intelligence that’s built for both agencies and publishers, Zulu5 is here to help. Reach out for a demo of the full platform or create a free account in Zulu5 Light to get limited access to our data.
