How to invest in the right media inventory | WARC | The Feed

How to invest in the right media inventory

Ebiquity’s Jide Sobo outlines the findings of a new report that outlines how to enhance digital return on investment (ROI), such as through choosing the right media inventory.

Digital advertising ROI demands that ads appear in the right context. The company that you and your ads keep can have significant positive and negative impact on brand perception.

The highest quality sites are typically editorial and news sites from reputable publishers and commercial broadcasters. Across the internet, however, there are a large number of junk news sites that plagiarise content from legitimate news sites and sell advertising space programmatically to companies and brands. Junk news sites also often buy cheap traffic from other sites to increase ad impressions. Usually, this cheap traffic will be bot traffic and the impressions are fraudulent.

To invest in the right media inventory, best practice includes:

• With your agency team, review the inclusion lists your media is being bought against
• Systematically review the quality of the domains on your inclusion list
• Check your agency’s exclusion lists and ensure these are updated regularly