Scale and Quality
According to the IAB $25 billion in advertising sales go towards buying online media but that is $60 billion less than it should be according to Adweek. Most of that gap “is almost entirely money from big brands” who are willing to pay higher CPMs for TV even as prices continue to trend downward for Internet display advertising.
One key reason for this gap is that while you can buy reach online — to do so, you generally have to buy it through third parties such as exchanges and networks that aggregate thousands of sites. This gets you scale, but given that the systems designed to do this are automated there is little to no control over the kinds of sites your ads appear on. Clearly this is an issue for marketers who need to protect their brand value. As an example, when a marketer buys the Superbowl on NBC they reach 100 million people in a highly coveted environment. When they buy 100 million eyeballs online they have to buy “everything” so there is little control over maintaining that covered environment — albeit at a much lower cost.
Some of the Details We Track:
- Ad Clutter
- English Language
- Ad Positions
- Link Quality
- Domain Analysis
- Technical Implementation
- File Sharing/Copyright Infringement
- Social Media Integration
- Contextual Classification
- Content Freshness
- Site Intent
We serve up our data in primarily three ways: through a custom interface, written report or via API. Learn more
What We Want Every Customer to Know
- We evaluate sites by pages and by the overall site environment.
- We look at context, but like safety, it is just one of many, many elements our ratings take into account.
- Our custom models identify the best sites for an ad category, a specific brand, a specific audience or a specific platform.
- We provide what brands have been asking for: the ability to identify valuable sites at scale. To do this manually is expensive, inaccurate and incredibly time-consuming.
- Trust Metrics’ ratings are more accurate than people. People make mistakes, sites change, criteria is vast and sites often have many pages.
- We keep up with the pace of sites coming in and out of inventory as well as the changes in sites.
- We report on the Interactive Advertising Bureau Quality Assurance Guidelines.
- We do QA and improve our algorithms constantly.
R&D: In the Works
Our computer scientists are currently working on ratings solutions for mobile, video (image processing) and several non-English languages. If you’d like to be alerted when these new ratings are available, please send us an email. email@example.com