SpotXchange Spotlight Blog

Transparency and seeing the benefits from your online video ad network



I've been reading interesting articles lately that cover the value of video advertising networks and what their clients expect. Nearly all of the articles I read covered the topic of transparency. Most articles focused on the fact that while leading ad networks deliver strong ROI to their clients, they also have to stay laser-focused on being transparent to their clients.

It's true that some networks don't want to be transparent to their clients, because they don't want to show areas in which they're weak. But the best ad networks are confident in their technology, people, partners and processes -- all which provide valuable information and clear ROI. As a CEO of a top online video advertising network, I agree wholeheartedly with the need for transparency, which is why SpotXchange has led the way in delivering very detailed transparent results to our clients for years.

The fact remains that there will always be a push for more transparency as media buyers put more emphasis on audience verification and performance. As such, the ability to optimize campaigns at the referral URL/site level will become more popular. Not all media buyers will require this level of detail or transparency. However transparency is still the goal. Ad networks and exchanges that refuse to provide transparency and optimization capabilities.html">capabilities at the site level will probably find themselves losing out on some business from some larger, more sophisticated advertising clients.

SpotXchange stays ahead of the transparency curve by investing heavily in technology and building partnerships with quality companies that help us verify audience and site quality. We work to improve our methodology and processes all the time. Better technology and techniques, combined with a strong network of peers lead to huge gains in efficiency, which ultimately means better savings for the customer.

The efficiencies and value gained by using ad networks and exchanges far outweigh the risks of an advertiser going directly to a publisher for an individual media buy. Agencies and media buyers just don't have the time. As a result, SpotXchange provides site level transparency to our advertising clients and audience verification services like Telemetry and DoubleVerify, and the SpotXchange platform optimizes campaigns at the site level to achieve our clients' specific performance metrics.

Mike
By Mike Shehan On September 22, 2010
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