Ten Steps To Protecting The Publisher Brand

Almost forty-four per cent (!) of display advertising in the UK is handled by ad networks. Improve Digital, a leading European yield optimiser, has released a whitepaper this week with a ten point list on how to protect a publisher's brand when working with multiple ad networks and exchanges. The whitepaper can be downloaded by clicking here.

Advice for publishers includes the following:

- Advertiser 'blacklists' must be dynamic: a process must be put in place to manage it to ensure it is always up-to-date
- Pre-approve ads and campaigns where needed, but remember that every human step reduces the 'real-time' capabilities of a system, which has a knock-on effect on revenues
- Ensure there is an emergency process in place, should the worst happen and a brand-damaging creative goes online
- Foster long term relationships with ad networks which will enable them to learn requirements and understand brand image rules