17 Sep 2009
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.
