Call The Other Guy When You're Ready to Compromise

Posted by Selena Yang on 15 October 2009 | 0 Comments

Tags: Ad Networks, Ad Serving, Brand Advertising

In Steve McClellan’s AdWeek article from 10/12/09 titled “Doing Battle With Media Complexity,” he discusses the very salient and real problem facing advertisers today: not knowing where, when, to which audience their ads are being shown or with what program their ads run on television-placed campaigns.  Any problem that has the possibility of damaging a brand’s good name in the marketplace is a significant one indeed. 

The article referred to today’s “fragmented TV landscape.”  We can carry this idea over to the online world of digital media - with the growing number of websites out there, one can see that fragmentation can easily be taken to an exponential limit online.

The technology that’s mentioned in the article is said to catch in near-real-time any campaign placements that don’t comply with the advertisers’ campaign goals.  While technology is good, technology combined with human experts is even better when battling the intricacies of online media campaigns.  Together, they ensure your ads are being served correctly.  Using the technology we’ve developed, ads are served at the advertiser’s specified day, time or geography.  Using our human experts to catch what technology alone cannot, ads are served to the right audience within the right context and on appropriate sites.  Take this week’s example of “invisible ads.”  Both technology and human experts, in this case a Harvard professor, notice anomalies and investigate using judgment – but this occurs after the fact.  To head problems off at the pass, our sites are editorially reviewed not once but twice, first by expert content curators and then by our seasoned ad ops team.
We’ve always felt it is good business to be proactive when running a client’s online media campaign.  This means giving the client full transparency into their campaign’s entire site list, providing real-time, site level reporting and having a human expert view and verify each site on our network to guarantee brand safety.

For some advertisers, it’s not their concern to uphold their brand’s name.  Their objectives are different.  For those premium brand advertisers that faithfully protect their online reputation, consider partnering with a company that holds true to your standards.  Ask them the tough questions and hold them accountable.  Take the time necessary to understand their value propositions and how they can truly carry forth your online campaigns with excellence.  Anything less could spell disaster.