Acquire Online programmatic director Zane Furtado has his hands full maintaining an up-to-date blacklist of sites advertisers shouldn’t be advertising on.
“You need to have strict brand safety measures in place that involve pre-approving or excluding websites,” he says. “We have a master blacklist of about 3,000 sites and 1,000 keywords which range from gambling, dating, pornography and negative news.”
Furtado says his ad analysis has shown Manga and anime sites, Cool-Math Games, iflscience.com and mobile ad networks to be among the worst performers online.
“[These sites] can give you great clicks, but you need to measure traffic quality, and I’m pretty sure the bounce rate for many sits north of 90 percent,” he says.
“Because we are buying across the entire digital ecosystem, it gets difficult to keep a close track on smaller publishers that serve less than 1,000 impressions.”
While issues such as these are a major concern for the programmatic industry, they also present an opportunity for KPEX, according to Furtado.
“KPEX’s uniqueness lies in the quality of its partners,” he says in explaining that the decision to focus only on premium publishers has resulted in a much safer offering to brands.
And as an added bonus, at least he doesn’t need to continuously audit countless small sites to determine if they are safe when dealing with KPEX.