How Marketers Can Determine “Good” Exchanges:
Every community seemingly has an apocryphal “bad side of town or bad neighborhood.” In the digital community, how can digital marketers distinguish a “bad area” from a “good area” or “bad inventory” from “good inventory?”
Let’s start with the statement of a simple fact – many communities now provide open data feeds which – with the right tools – can be statistically analyzed for trends. In fact, even Columbia, MO has its own open data feeds portal. Incidentally, the “linking policy,” by letter of the law, prevents the inclusion of the link in this blog. So, if you are interested in geotracking some aspect of the municipality’s activity, the information is there but, it must be searched for.
Reasonably, few people have time to perform a series of confidence interval calculations on the data for their community of interest. Therefore, we search for a reliable source of information that has already been quantified or qualified, for ease of assimilation.
In like manner, there are tools and reports at the disposal of marketers that encapsulate vast amounts of information into something more sensible. For example, have you ever wondered if the exchanges your impressions are being served, on are a “good place” for them to live? Or what is the overall rating of the exchange? If so, check out this offering by Pixalate.
While this hardly constitutes the whole of what is available to marketers in the way of ad fraud prevention tools, it certainly is a pleasant place to start. As people’s circumstances differ, not all neighborhoods (exchanges), fit the needs of all, so please let us help you find a “good neighbor.”
Contact us for more information on Coegi’s efforts to deliver quality, scale and brand safety to our client’s campaigns.
Author: Ben Mastin, Ad Operations Specialist @ Coegi