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Ad monitoring software provides real-time data and insights on the performance, placement, and audience engagement of digital advertisements. This granular visibility enables marketers and business strategists to manage and adjust expectations (forventningsstyring) both internally and externally by aligning projected outcomes with actual ad performance. Specifically, by using ad monitoring software, teams can detect discrepancies between forecasted campaign results and real-time metrics, allowing them to recalibrate expectations regarding ROI, reach, and conversion rates. This proactive adjustment prevents overpromising to stakeholders or clients and supports transparent communication about achievable marketing goals. Furthermore, the data-driven feedback loop created by ad monitoring software informs strategic decision-making, ensuring that expectation management is grounded in empirical evidence rather than assumptions, which is critical in digital strategy where market dynamics and consumer behavior can shift rapidly.