Most major advertisers do not consider the possibility of placing ads on the Internet without independent audit and verification. Measuring qualitative metrics and a strategy for choosing sites based on qualitative indicators are the basis of the “No track, No Buy“ approach. Verification is provided by vendors who have products for measuring visibility, determining the position and time of an advertisement in a visible and active browser tab, detecting fraud (GIVT/SIVT) and other qualitative indicators.
"Real efficiency begins where fraud and cheating end," Anton Timofeev, Media Lead Global Functional Drinks.
To select a suitable vendor that meets the criteria of quality, price and service, Global Functional Drinks has developed a new approach for itself. As part of the advertising campaign, three verifiers were used at once: Adriver, Adserving and Weborama.
Despite the different approaches and methodologies of each vendor, GFD was able to select the best verifier based on the test results using a comprehensive assessment matrix that takes into account several criteria at the same time. It became the company Adserving.
In addition to choosing a partner, KPIs and optimization rules aimed at improving quality indicators were developed during the placement and verification of ads for various brands of the Global Functional Drinks client.
The following targets were set for the sites:
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fraudulent impressions — no more than 5% (SIVT + GIVT);
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visible impressions — at least 80%.
With the help of the Media Mind agency, detailed reports for each verifier, broken down to the end domains, were uploaded and analyzed for optimization. Daily monitoring of verification indicators made it possible to quickly identify the offending domain. Domains with a high level of fraud were promptly disabled from advertising and Blacklisted.
2024 was the year of the introduction of a systematic approach to traffic quality. The conducted tests and data analysis have formed benchmarks that have become a real measure of traffic quality. According to the results of the advertising campaign, the percentage of fraudulent impressions was not only optimized for the benchmark, but also reduced below 1% for all the client's brands. The visible indicators also significantly exceeded the established threshold.
Thus, Global Functional Drinks has not only identified a reliable verification partner, but has also developed its own strategy to combat fraud and improve quality indicators. The implementation of this strategy has ensured the gradual achievement of significant results.
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