While the tumultuous discussions continue regarding the value of transparency, more and more brands continue to redefine success in programmatic.
While highly-ranked publishers encourage brands to recognize the value of their inventory rather than just the cost, of late, the industry is beginning to notice that advertisers are paying attention to the importance of context in media.
Low-cost cookie chasing campaigns have dictated media plans for years. However, brand marketers are now having to consider where their ads show up, and just who sees them. This is all amid growing concerns over ad misplacement.
While it’s true that brands must have value, they can also enjoy the benefits of lower costs. That’s why it’s important to have access to several networks; so you can be everywhere-all the time. This is also why Genius Monkey charges “per-click” rather than “per-impression.” In doing so, brands needn’t worry about being charged for viewers that have no interest in their product or service. They only pay for those potential customers that are interested enough to click. Of course, at Genius Monkey we track the impression down to the conversion in order to assure that the impressions are safe … and converting.
Programmatic has effectively eliminated the antiquated “spray-and-hope” style of advertising by reaching the targeted crowd directly. Nevertheless, brands still must hit the full funnel. According to Genius Monkey CRO, Jeremy Hudgens, “Too many brands try to hit ‘in-market’ customers, forgetting that they need to create their own market of customers by being in front of them along the entire sales process. When you use the Genius Monkey system, you don’t have to pay to brand the customer for interaction only, so it’s not an expensive guessing game.”
These days, there are some companies that utilize whitelists as a way of helping them target their ads to the right audience. A whitelist is simply a list of places where you know you want your ads to run. With this type of list in place, your ads will only run in the places designated on the list, and nowhere else. A blacklist works in quite the opposite manner, meaning that your ads can run anywhere except for the places on the list.
At Genius Monkey, we do not use whitelists, and actually, we are against using them. It’s because by using lists like this, it minimizes the fact that you must be everywhere, and it’s virtually impossible to create a whitelist that is not limited to the extreme. It really can be like cutting off your nose to spite your face! With proper brand and bot safety built in, along with proper attribution, blacklisting is really the way to go. This is so that you can get more impressions everywhere, while eliminating the “junk” on the fly.
In addition to blacklisting, our system integrates zvelo, which categorizes the internet. We know just what kind of content we are showing up on before the ad ever shows. This is a good case-in-point that with the right tools, the bad can be filtered out before it ever gets in the way.
When it boils down to it, savvy advertisers realize that the most important factors to be concerned about are the ones that reach more people for less money, with proven tracking, attribution and optimization. That, in a nutshell, is what Genius Monkey is all about.