 |
|
|
|
||
|
|
 |
|
Running campaigns on online exchanges offers lots of value if done correctly. Olive Media’s Ray Philipose offers tips on how to work with suppliers to run safe, high-value campaigns on exchange-based media.
1. Break through the buzzwords
Sure, there are algorithms and there are a lot of acronyms, but the fundamental concepts of this business are not that complicated. If a supplier can’t clearly explain what they’re going to be doing for you in plain language, you should be concerned.
2. Safety first
There is a lot of quality inventory available on the exchanges, but there is also a lot of inventory that is not safe for any major brand. There’s also too much inventory sold by fraudsters who deliver a compelling clickthrough rate without a single human visit.
The safest approach a supplier can take is to evaluate every site, using their judgment to determine if the site environment is appropriate for a brand. Determining if a site is run by fraudsters typically requires more investigation, as they are designed to look like legitimate media businesses. One clue is to check out how recently the site was created. Sites need time to grow their audience and their available impressions – a site with a huge audience that didn’t exist a few months ago is typically fishy.
Suppliers can also use a third party data technology solution, such as those offered by Peer39 and Integral Ad Science. These solutions scan pages to determine brand safety, the type of content, and whether or not they are free from fraud.
3. Look for data to optimize results
A big advantage with exchange-based buying is the ability to apply cookie-based data to target specific users. There is a lot of commercially available data and this can be very useful. However, for optimal performance, using Canadian first party data is often a better solution. Because you know exactly where it comes from, you can feel more confident in the results.
4. Expect insights after the campaign has run
As long as the campaign’s spend is statistically significant, you should expect insights delivered after the campaign. Based on the quality of these insights, you can tell how hard your team has been working for you, and what will make the next campaign even better.
Ray Philipose is VP of Olive Audience at Olive Media.
