banner advertising

how to reduce exposure to fraud

[jaonline]

Good day,

I am about to start a banner advertising campaign via ad networks.

Is there anything I can do to reduce my exposure to fraud? Here's the list of things I have already done:

1. Geo targeting
2. Frequency cap: One unique per day
3. Even delivery over 30 days
4. 24 hour out-clause

Any other things I can do?

How do I make sure that the Ad network actually comply to my insertion order? (aka. the items above)

Also, is there a way I can use my own 3rd party tracking? Instead of just relying on the Ad network's traffic report?

Any advice is appreciated. Many thanks.

[Shimrit]

Sounds like you put all the right clauses in. I doubt many networks would let you use 3rd party tracking to track impressions. You have to trust them for that. Neilsen have a product that lets you see what sites your banners are showing on and supposedly how many impressions are shown, but I've not found it that useful for the impressions side (though when you'er buying blind, knowing that an advertiser has placed your ad somewhere irrelevant is actually very useful) However, I hope you are tracking clicks and conversions on your end. Keep a close eye on conversions at all times so you can catch anything dodgy. With every new campaign it pays to get reports sent over to you often (usually once a week is enough, as otherwise it tends not to have enough data) so you can get the network to optimise based on your conversions.