PerformLine Blog

Eliminate Wasted Impressions & Low Quality Clicks and Leads

• Improve your ROI by quickly eliminating the waste in your media spend on Ad Networks

• Keep Ad Networks Compliant with the Terms of your Insertion Order

• Protect your Brand from appearing on undesirable content

• Avoid Incentivization paths, virtual currency paths, and other low quality traffic sources

• Stay compliant with FTC and AG best practices and guidelines

• Auditable trail of every impression with screen shots

• Quality Scores based on violations for every network and publisher that your media runs on

• Coverage on the following types of media buys: Display, Email, Search

PerformLine Selected by AlwaysOn as an OnMedia Top 100 Winner

Recognized for creating new opportunities in marketing, branding, advertising, and publishing.

PerformLine, the first real-time end-to-end Campaign Verification platform that provides advertisers with full transparency into where and how their ad creative is appearing on otherwise blind ad networks, today announced that it has been chosen by AlwaysOn as one of the OnMedia Top 100 winners.  Inclusion in the OnMedia 100 signifies leadership amongst its peers and game-changing approaches and technologies that are likely to disrupt existing markets and entrenched players. PerformLine was specially selected by the AlwaysOn editorial team and industry experts spanning the globe based on a set of five criteria: innovation, market potential, commercialization, stakeholder value, and media buzz.

PerformLine and the OnMedia Top 100 Companies will be honored at AlwaysOn’s OnMedia NYC event on February 1st, 2010, at the Mandarin Oriental Hotel in New York City.

This two-and-a-half-day executive event features CEO presentations and high-level debates on which forces are disrupting user behavior and creating new opportunities in the marketing, branding, advertising, and public relations industries.

“Our view is that we are still moving up a very steep Internet innovation curve, which means the media world will continue to be radicalized.” said Tony Perkins, founder and CEO of AlwaysOn.  “We congratulate the OnMedia 100 winners for their success in introducing the tools, services, and platforms that continue to disrupt the old ways of Madison Avenue for the benefit of marketers and content consumers alike.”

The OnMedia 100 winners were selected from among hundreds of other technology companies nominated by investors, bankers, journalists and industry insiders.  The AlwaysOn editorial team conducted a rigorous three-month selection process to finalize the 2009 list.

PerformLine’s PerformMatch™ technology automatically generates an Impression Detail Page of every ad impression by capturing and then analyzing the referring creative and publisher page. Screen captures are rendered in real-time and made visible to the advertiser or agency. The ad environment is contextually analyzed to ensure ad networks and publishers are delivering on advertisers rules specified in their insertion order and per FCC and IAB online marketing guidelines. The data is made actionable via a quality score that the advertiser uses to either reward high quality publishers or shut off non-compliant publishers.

A full list of all the OnMedia Top 100 winners can be found on the AlwaysOn website at: http://alwayson.goingon.com/permalink/post/34216

“We are very proud to be recognized by AlwaysOn, by being included in the OnMedia 100,” said Alex Baydin, PerformLine founder and CEO. “This is additional recognition of the value that PerformLine’s revolutionary Campaign Verification platform gives advertisers and their agencies in their efforts to keep their brands safe and eliminate wasted media spend.”

PerformLine Launches First Campaign Verification Platform that Helps Advertiser and Agencies Verify Both Display and Email Media Buys

PerformLine’s Campaign Verification platform PerformMatch™, is the first platform of its kind that extends beyond display media verification to allow advertisers and their agencies to ensure their brands are safe by being marketed in a compliant manner.

PerformLine is the first real-time end-to-end Campaign Verification platform that provides advertisers and their agencies with full transparency into where and how their ad creative is appearing on otherwise blind ad networks. The platform offers advertisers the following; compliance monitoring by guarding against ad network deceptive marketing practices, brand protection by ensuring non-association with undesirable content and an improved ROI by identifying and eliminating wasted spend.

In Pilot trials with initial advertisers, PerformMatch™ has uncovered numerous ad network and email marketer violations including geo fraud, blacklist URL violations, category violations, non-approved creative changes, non-approved subject lines on emails and negative keyword violations. In addition, PerformMatch™’s proprietary quality scores helped advertisers act quickly to optimize their budget allocation in real-time by finding and eliminating these non-compliant placements and rewarding compliant ad networks with additional budget.

“Advertisers and their agencies have been asking for a one stop shop for a campaign verification solution,” said Alex Baydin, PerformLine CEO. “Our platform, PerformMatch™, provides them with one technology to verify their media buys regardless of the creative type.”

The PerformMatch™ technology automatically generates an Impression Detail Page of every ad impression by capturing and then analyzing the referring creative and publisher page. Screen captures are rendered in real-time and made visible to the advertiser or agency. The ad environment is contextually analyzed to ensure ad networks and publishers are delivering on advertisers rules specified in their insertion order as well as per FCC and IAB online marketing guidelines. The data is made actionable via a quality score that the advertiser uses to either reward high quality publishers or shut off non-compliant publishers.

Performance Marketing Leadership Summit

The discussion at the November 4^th OfferVault Performance Marketing Leadership Summit was a good start to taking the necessary steps to pre-verify affiliates to reduce the amount and scale of fraud in the performance space. Marc Roth of OfferVault had some good ideas for a “first line of defense” by deploying industry best practices and certification for legitimate affiliates. Networks will then need to apply their own verification methods to further validate.

As we discussed at the summit, if the incentive is high enough, there will always be fraudsters who find a way into networks despite our best efforts to keep them out. There is a definite need for a third-party transparency provider as well as a network-shared affiliate blacklist to reduce the fraud ring.

At PerformLine we have built PerformMatch-an Intra Campaign Transparency technology platform that will allow networks real time verification in how leads and sales are being generated. The PerformMatch technology will help Networks as well as Advertisers catch the fraudulent affiliates who manage to squeak through initial screening processes.

PerformLine's Picks: Restaurants near ad:tech NYC 2009

The move to Javits Center after many years at the Hilton has left many ad:tech bound participants asking “where can I meet my client for lunch?” and “where is a good place for Irish Car Bombs?”…  Javits Center is in that last section of Manhattan which is not populated with restaurants and bars on every corner, but full of parking garages and warehouses.  However, with a little planning, that perfect place to meet up with clients or network with partners is just a short cab ride away.

We offer this list of our staff’s favorite spots; “PerformLine’s Picks” are all within a seven minute taxi ride (barring traffic, of course) from the Javits Center.  We hope that this will help make ad:tech a bit more convenient and enjoyable.  Click on “my maps” to view all locations on Google Maps.  Please feel free to comment below on our picks as well as add your own.  See you all later this week!

Thanks,

The PerformLine Team

Asian Fusion NYC
Asian-inspired food
http://alpha34.com/

Bis.Co.Latte
Handmade Biscotti café
http://www.biscolatte.com/

Daisy May’s BBQ
Traditional home-style barbecue
http://www.daisymaysbbq.com/

Delta Grill
Cajun food in a funky atmosphere
http://thedeltagrill.com/

Esca
Mario Batali Italian trattoria focused on fresh fish
http://www.esca-nyc.com/

John’s Pizzeria
Real New York pizza
http://www.johnspizzerianyc.com/index2.htm

Le Rivage
Authentically French food in Theater District
http://www.lerivagenyc.com/

Nathan’s Famous
Famous Coney Island hot dogs

O’Farrell’s Restaurant
Irish bar with great selection of draft beers

P.D. O’Hurley’s Pier 84
Irish-American pub
http://www.pdohurleys.com/pier.htm

The Red Cat
Contemporary Mediterranean cuisine
http://www.theredcat.com/redcat.html

Shula’s America’s Steak House
Themed after 1972 Miami Dolphins “Perfect Season”
http://www.donshula.com/locations.php?l=1&restid=9

Uncle Jack’s Steak House
World famous Kobe steaks
http://unclejacks4-px.rtrk.com/newyorkcityrestaurants/media/unclejacksnewyorkcity.html

Uncle Nick’s Greek Cuisine
Lively and inexpensive Greek food
http://www.unclenicksgreekrestaurant.com/

Witchcraft
Top-Chef judge Tom Colicchio’s sandwich creations
http://www.wichcraftnyc.com/#

The Unsettled State of Behavioral Targeting & Online Privacy Laws

There has been a lot of discussion about behavioral targeting recently. Not only are the companies who use this information following the developments, but so are the consumers who will be (possibly unwillingly) supplying this information. There is a definite consensus among networks as well as agencies that the ownership and usage of this behavioral data will be increasingly important in the future. This technology made national headlines on the front page of the New York Times on July 31^st: http://www.nytimes.com/2009/07/31/business/media/31privacy.html

The public outcry over this “Big Brother” mentality has made privacy the largest concern. Many consumers are not comfortable with anyone having access to their personal information, whether it is an online search for medical help or a recent socks purchase. In a recent study by two University law schools, sixty-six percent of Americans were found to reject the idea of targeted ads. Not only are they scorning the invasion of privacy, but users are apprehensive that the data could be used beyond commercial means or to unfairly discriminate.

Currently, the FTC allows self-regulation around behavioral targeting, but the business landscape will be altered dramatically if that ever changes. Regardless of which side you stand on in this debate, almost everyone agrees that a new legislation needs to be clear and easy enough to implement by advertisers as well as networks or it is doomed to fail. Like any paradigm shift in business, this should open up opportunities for those who can provide a guiding light in this sea of change-both in services and in technology.

What will Congress decide? Follow the FTC’s discussions focused on exploring consumer privacy issues by attending the roundtables in Washington, DC beginning December 7^th. For those that cannot make it, watch the live Webcast at FTC.gov. Check out the details at: http://www.ftc.gov/bcp/workshops/privacyroundtables/index.shtml

PerformLine Names David Jakubowski to Board of Directors

PerformLine, Inc., a next generation online marketing company and developer of campaign verification solutions for both brand and direct response marketers, has named David Jakubowski to the Board of Directors.

New York, NY (PRWEB) September 8, 2009 — PerformLine, creator of the first real-time end-to-end campaign verification platform that provides advertisers with full transparency into where and how their ad creative is appearing on otherwise blind ad networks, today announced the appointment of David Jakubowski to its Board of Directors. Jakubowski joins Chris Fralic of First Round Capital, Stuart Larkins of Twin Capital and Alex Baydin, CEO and Founder of PerformLine.

“PerformLine is in an exciting stage with the recent developments to our campaign verification and transparency platform, PerformMatch™. We are pleased to have the benefit of David’s experience driving mass adoption of new ad platforms,” said Alex Baydin, PerformLine CEO. “His appointment to our Board of Directors further validates PerformLine’s solution for advertisers, agencies, and ad networks.”

Jakubowski has spent his career on the digital monetization of complex search and display platforms, with a long history of leading sales, business development, marketing and product teams. He was most recently Senior-Vice President of Specific Media, the largest free standing global ad network. Prior to Specific Media, Jakubowski was at Microsoft, where he was General Manager of Microsoft adCenter and Search Strategy. In that role, he oversaw product management, development of go-to-market strategies and positioning to the ad community. Before joining Microsoft, Jakubowski was senior vice president of Quigo Technologies Inc. where he was responsible for building out the business units, expanding the client base, increasing revenue growth and overseeing marketing and customer acquisition. Under his guidance, Quigo grew from a small startup to one of the largest search engine marketers in the space as well as one of Google Inc.’s largest competitors in the contextual space.

“PerformLine is solving a huge problem in today’s media buying environment, allowing advertisers to protect their brand, stay compliant and increase return on investment,” said Jakubowski. “I look forward to working with the PerformLine board to achieve further success in the exciting new field of campaign verification.”

PerformLine, Inc. was founded in 2007 in New York, NY. Its investors include: First Round Capital L.P., Rose Tech Ventures LLC, Dublin Capital Partners, Twin Capital LLC and Western Technology Investment.

For more information, visit www.performline.com

Making the Invisible, Visible: The Importance of Campaign Verification

It has taken some time, but companies are beginning to realize that campaign verification is as important as targeting to success. What is the point of targeting users on sites and paying a premium for that if you are also paying for impressions and clicks to the wrong audience without knowing it?

The “Vetting the Nets” session at the OMMA AdNets conference in Los Angeles in July became a bit animated when it came to this issue. Matthew Wood (Ave A/Razorfish) stated that the industry will be paying a lot of attention to campaign verification tools in the near future.

Every market has experienced ad networks not adhering to approved site lists or targeting rules of the IO.

True real-time transparency is necessary to fight back against fraud and abuse as well as maintain a good relationship between advertisers, network and publisher. PerformLine’s platform, PerformMatch, offers full real-time transparency for advertisers on an impression and click basis so they can finally understand where and how their offer is being promoted. It allows CPM and CPA advertisers to increase their ROI by eliminating waste and shifting media dollars back to the right audience and channels.

Drop me a line if you are interested to hear how campaign verification can save you money and protect your brand.

LeadsCon East 2009: Must-Attend Event for the Lead Generation Industry

We are back from the sold-out LeadsCon East in New York City! It was a fairly small conference, but definitely a meaningful one. Jay Weintraub, the conference organizer, put together a solid event. The exhibit booth area was constantly buzzing and the sessions were well attended. The variety of lead buyers, sellers and financiers reinforced the importance of this conference.

The PerformLine team had a great day at the booth, and left with distinct feeling of quality with the contacts made. We were able to connect with advertisers and publishers as well as other affiliate networks. Many visitors were interested in learning more about our new campaign transparency platform, PerformMatch, and the ROI benefits of campaign verification.

Our booth also had some must-have swag. Yes, they were T-shirts, but the “take me back to the 70s” shirts garnered much enthusiasm. Mr. T and Charlie’s Angels were definitely a hit!

Since our team was busy working the booth all day, we were unable to make any of the sessions. One afternoon panel was dedicated to ad exchanges-the role of this emerging technology both now and in the future. Read a full synopsis by John Ebbert from adexchanger.com here: www.adexchanger.com/online-advertising/leadscon-panel-on-ad-exchanges-provides-one-of-many-highlights-during-day-long-lead-generation-event/

If you were unable to make this year’s LeadCon East, don’t make this mistake again. Hope to see you in February at LeadsCon West Las Vegas!

Half-Time in the City that Never Sleeps

Football season officially started today and it is half-time in the Big Apple. Affiliate Summit East concluded on Tuesday and LeadsCon East starts Monday-both in New York City. I do not envy the West Coasters who are flying home for four days and then back again. The smart ones, or the ones with understanding spouses, are simply staying put between shows. Some are holed up in their hotel working, but some may be using this chance for a much needed mini-vacation like Andrew Coleman, CEO and Founder of LeadQual, who will be enjoying the weekend at the beach in Delaware. Many would probably call it a home-field advantage for the East Coasters. We are able to sleep in our own beds, enjoy home-cooked meals and check in at the office to plow through emails.

PerformLine opted for a Meet Market table at this year’s Affiliate Summit East. This event had so many different sponsorship options, but this really gave us the most bang for our buck. The Meet Market is the start to the conference, which seems to translate to a true relevancy of the participants who arrive early. Since there are a lesser number of vendors at the Meet Market, it adds up to more personal connections with publishers and quality one on one time.

LeadsCon East is sold out! We will be there as a sponsor at Booth #108. We are setting up meetings and looking forward to the informational sessions as usual. Leave a comment or contact us via Twitter (@PerformLine) to set up a meeting to discuss how to achieve transparency with PerformLine’s Intent Verification Platform PerformMatch™!

As for me, in addition to getting ready for LeadsCon myself, I am anxiously awaiting the first Giants game. The Giants are a notoriously good road team, with a road record of 41-31 in the last 8 years. Even so, you know any stretch when they have back-to-back home games makes every player, coach and staff member a bit more productive. I know the PerformLine team is happy to be “playing at home” in August.