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BizReport : Advertising archives : January 04, 2010

Marketers want transparency in New Year

Well, 2010 is here and many marketers are making a change from year's past. Rather than blindly signing up with advertising networks, content hubs or placing search campaigns, they are looking for specific, non-intrusive content with which to advertise. Enter a number of companies which help brands monitor where ads are placed and 2010 could be the year the online ad space begins to reach it's potential.

by Kristina Knight

One of these companies is PerformLine. The campaign verification company helps marketers see when and where ad creative is placed; by doing this marketers can protect the brand by ensuring that ads aren't placed near inappropriate content. Verifying ad placement can also enhance overall ROI because ads are placed in optimum position to engage the consumer base, bringing about more clicks and more conversions.

The most interesting facet of the platform is the Impression Detail Page which tells marketers when ads were served and analyzes whether the service was in keeping with their insertion order.

The platform works on both a CPL and CPA model and can be used with Organic Search, Display and Email Campaigns and within Social Networks, giving marketers several options for creating and launching campaigns to different demographic advertising groups.

As the online advertising space evolves, ad placement is becoming more and more important. First, because consumers are becoming 'blind' to ads which are not of interest and second because of the sheer amount of content available on the web. Much of the content is brand safe but there is a growing amount of content which can be harmful to brands. By monitoring where ads are placed, what content is adjacent and what consumers are logging on to read and engage with the content marketers have more control over campaign success.

Tags: ad placement, brand advertising, brand safety, display ads, online advertising, PerformLine

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