Introduction
Ad networks are a prevalent element in our industry but have not yet gained true acceptance, especially among the most brand-conscious advertisers. Both the advertiser and the ad network are obligated to make ad campaigns work to fit industry standards and verify that all campaign elements are in accordance with the advertisers' needs. We, as marketers, need to embrace ad networks for two reasons: The first is because of the lack of inventory in our booming industry, and the second is to create cost efficiencies in our campaigns.
There are some occasions when disaster can arise with ad networks, but there are various steps you can take to correct these problems or -- even better -- avoid them altogether.
Based on my experience, many disasters can be avoided in the pre-negotiation of the insertion order. The insertion order should not only state (and agree with) all the advertiser's needs, it should also clearly identify steps that will be taken if the network does not comply with all of the insertion order requirements. A contract should be created upfront stating all requirements, as well as predetermined crisis management tactics to help the campaign run as smoothly as possible.
As we all know, ad networks are never foolproof, so here is a look at what can go wrong and how to deal with and avoid the problems.
Author notes: Andreas Roell is CEO/president of Geary Interactive. Read full bio.
