How Yieldbot Flies Above the Digital Media Mess
Everyone has heard the calls. Clean up the mess that is online advertising. The issues are a long and serious.
Data – what is the quality of my targeting?
Supply/Adjacency – what pages does my brand appear on?
Viewability – did someone even see the creative?
Fraud – is this a real person or site?
Measurement – what happened?
Attribution – how do we apply a business outcome to our spend?
It’s amazing the industry has survived this, though many feel it has not. Companies are formed and funded just to tackle these individual issues. This has created a maze of media dollar flow that can devalue media on the sell-side and increase cost (and lower return received) on the buy-side.
Yieldbot has tackled these issues from day 1 to build a better system. We have always viewed this as a competitive advantage to the reseller networks, data brokering and ad exchanges where these issues were/are allowed to fester and profligate.
Through our technology Yieldbot has created a method to buying and measuring marketing that’s significantly better than other methods because we addressed the industry’s issue ourselves and that cost is covered by our technology and not passed on or shared with anyone.
Here’s how Yieldbot is different and why we fly above the mess that exists in digital media today:
Data – Yieldbot collects our own data first-party (industry data issue #1) from sites and uses the data in real-time so there is no latency or degradation of data quality (industry data issue #2). Our dataset is focused on consumer intent – the most valuable signal for matching (industry data issue #3) and our targeting with the data is cookieless ((industry data issue #4).
Supply/Adjacency – Yieldbot has direct relationships (industry supply issue #1) with all inventory on our platform . We are integrated with all of it through the header or via a server (industry supply issue #2). We know about every URL we serve on before we make the decision to serve (industry supply issue #3). We have historical performance of every ad slot we serve into (industry supply issue #4). We can match the ad to a person but we will only do that if their intent is relevant to the message being served (industry supply issue #5). Our brand safety in Q3 was 91%.
Viewability – We work with all vendors but we also have our own internal technology that keeps historical data at the ad slot level (industry viewability issue #1) for serving decisions. Unlike other system Yieldbot viewability is data that is available in real-time (industry viewability issue #2) not after the impression is served. Our viewability in Q3 was close to 70%.
Fraud – Being on page at the supply source (industry fraud issue #1) affords us the ability to understand IP and referrer patterns at the domain level over time. We often alert publishers to suspicious activity on their sites (industry fraud issue #2). It also allows us to curate our inventory and remove publishers employing shady practices. Being bought on performance (industry fraud issue #3) ensures Yieldbot is aligned with not wasting impressions. Our invalid traffic in Q3 was 2.5%.
Measurement – Serving the creative ourselves affords us the ability to measure a multitude of metrics that other can’t. As a header bidder we understand how fast we need to be to serve the ad on each impression (industry measurement issue #1) and we can work with other 3rd party measurement firms to validate their numbers (industry measurement issue #2) and discover discrepancies (industry measurement issue #3). By pricing Yieldbot on a CPC we ensure that you are buying guaranteed consumer engagement with your message (industry measurement issue #5) clicks are not double counted through numerous detection mechanisms (industry measurement issue #6) and that the amount of clicks we charge for is the same amount that landed on your site (industry measurement issue #7).
Attribution – By preferring to be purchased based on test and control market sales lift that determines a true ROAS (Return on Brand Spend) for the brand or product (industry attribution issue #1), dollars spent on the Yieldbot Platform can be clearly attributed to improvements in business outcomes. Those outcomes are usually physical in nature, meaning our ability to sell stuff and get consumers to walk into somewhere is what should be attributed to money spent. Nothing else matters. Attribution based on last click models (industry attribution issue #2) and long time windows (industry attribution issue #3) are nothing but scams that continue to be perpetrated on unknowing buyers.
We built Yieldbot with direct relationships on the buy and sell side. We did this so we could know what was going on all the time with the media. We also wanted to ensure our business model aligned with the interests of buyers so we priced on guaranteed engagement and judge our success on measured outcomes. This demanded that we built Yieldbot with interests of publishers, marketers and most of all consumers in mind.
Digital media is a mess. It’s been that way for a long time. We expected the industry, browsers and governments to move in the direction of consumers but we didn’t expect it to take this long. Unlike most in the industry we’re glad the time has come and we look forward to continued measurement and review of our platform.