Basis Technologies, a worldwide supplier of media automation and programmatic advertising solutions, has announced automated protection that stops advertisers from placing ads on subpar websites. Data from Jounce Media, a pioneer in programmatic supply chain management, powers this feature. Demand-side platform (DSP) from Basis is the first that automatically prevents ads from being served on made-for-advertising (MFA) sites. It does so by using a dynamic exclusion list based on Jounce Media’s daily updated data.
Made-for-Advertising (MFA) Sites
Since MFA sites adhere to industry standards, they can be purchased on almost all major ad exchanges. Additionally, programmatic media buyers frequently direct campaigns toward MFA publishers because these websites exhibit cost-effective media metrics. The Association of National Advertisers reported in a 2023 study that MFA sites ended up capturing 21% of programmatic ad impressions. However, according to Jounce Media’s research, MFA inventory is systematically ineffective at influencing consumers’ decisions to buy, giving many advertisers a delusion of false marketing success.
Jounce Media and MFA inventory
By examining each publisher’s reliance on paid traffic, its ad strategies for revenue, and the KPIs it produces for sponsors, Jounce Media determines MFA inventory. Every day, Jounce reevaluates every RTB-traded website to produce an up-to-date list of MFA domains. This guarantees that MFA sites are identified as soon as they are created. Furthermore, publishers who modify their business practices will be promptly compensated by buyers. The Basis DSP receives the data and is provided with an updated list of MFA sites that need to be blocked. If advertisers wish to purchase websites that are on the exclusion list, they can deactivate them on Basis.
Advertisers and Made-For-Advertising Inventory
Basis Technologies defends advertisers against MFA and other kinds of subpar websites by taking a proactive and comprehensive approach. According to its well-established supply quality policy, supply that has no real value for advertisers due to fraudulent or invalid traffic, extremely low viewability, low-quality content or dubious traffic sourcing, or other reasons, must be blocked. It has upheld this policy by employing an internal team. It manually audits the quality of websites in addition to a combination of proprietary and outside automated solutions.
Here’s what they said
Chris Kane, President, Jounce Media said,
Made For Advertising sites are built to absorb budget from programmatic advertising campaigns that optimize to flawed proxy metrics instead of real-world outcomes. By blocking MFA by default, Basis Technologies is protecting advertisers from value-extracting supply and is rewarding publishers that are doing the hard work to build engaged audiences and high quality ad products.
Ian Trider, VP of product – DSP, Basis Technologies added,
Jounce Media’s data embedded in Basis Technologies’ DSP is as close to an ‘easy button’ as you can get to avoid ad investment from reaching low-performing sites. Jounce’s methodology for detecting and classifying MFA sites aligns with our philosophy that supply should have some meaningful value to advertisers. Having boosted protection in our DSP gives customers assurance that their ad dollars are going to sites that drive real business results.
About Jounce Media
Jounce Media is the industry leader in programmatic supply path optimization, to facilitate highly effective programmatic trades. The biggest brands, agencies, media outlets, and advertising technology platforms in the world rely on Jounce Media. Value-extracting RTB auctions can be avoided by buyers and sellers with the informational advantage provided by Jounce’s fully transparent supply chain data and industry-leading research.
Global pioneer of programmatic advertising and media automation solutions Basis Technologies and global leader in connected TV (CTV) and cross-screen advertising LG Ad Solutions have announced an exclusive partnership for the activation of U.S. political advertising, which will take effect immediately and last until the end of 2024. Through the Magnite supply-side platform (SSP), advertisers will have access to stock on all content viewed on LG TVs, including LG’s FAST channels and premium Connected TV apps.
The partnership gives all political advertisers access to LG Ad Solutions’ proprietary authentic content recognition (ACR) data for targeting and measurement solely through Basis Technologies’ platform. This data is expected to surpass a 50% share of digital ad spending for the 2024 election, totaling more than $1.3 billion.
The Benefits of Basis Technologies and LG Ad Solutions CTV Political Advertising
Big data and enhanced targeting
The capacity to geo-target homes in particular congressional and state legislative districts, leverage first-party data from advertisers for improved strategies, and access LG’s exclusive ACR data from 35 million US LG Smart TVs, as well as voter file data from all significant third-party sources.
Premium data support and inventory
Supplied by Magnite, the biggest independent SSP in the world. Advertisers can view premium CTV apps and LG’s exclusive FAST Channels, as well as other high-quality content, on LG TVs with ease and transparency.
Using data from LG Ad Solutions, outcome-based ACR targeting includes conquest targeting of audiences exposed to opposition advertisements, the incremental reach of audiences not exposed to linear TV, and incremental frequency through retargeting of linear audiences.
Technology platform designed for politics
The turnkey system with streamlined workflows for quick approval of political ad creatives. Furthermore, it is designed with the special regulations and specifications of political advertising in mind.
Adaptable purchasing techniques
Deals via direct IO, private marketplace (PMP), and programmatic guaranteed
Committed political team
One billion CTV ad impressions were supported for the 2022 midterm elections by an experienced ad operations and client service team.
Basis Technologies’ unique buying options
For sixteen years, agencies and consultants involved in politics, public affairs, and advocacy have trusted Basis Technologies. Across all platforms and channels, its Basis platform offers an extensive assortment of distinctive purchasing options. It makes use of all significant creative types and formats. Since 2007, Basis Technologies has provided digital media support to more than 2,500 issue advocacy advertisers, independent expenditure committees, and political campaigns.
Here’s what they said
Serge Matta, President, Global Ad Sales at LG Ad Solutions said
TV advertising has long been a pivotal element of political marketing. However, as traditional linear TV viewership declines, as Basis’ ad spend data indicates, CTV advertising became the dominant story across the 2022 elections with continued growth expected in 2024. With each passing election cycle, ad-supported streaming TV services, such as those offered by LG, are emerging as critical channels to reach voters. We chose Basis Technologies because of its well-established reputation in the political space, and because of the success this partnership will drive for political CTV advertising campaigns up and down the ballot.
Tyler Kelly, President, of Basis Technologies added,
LG Ad Solutions’ direct-to-glass CTV advertising will be a game-changer for 2024 campaigns. Basis Technologies has built, with great success, the technology and services that meet political advertisers’ specific needs. Our 2020 U.S. election campaigns alone showed a 70% win rate. The addition of LG Ad Solutions data, premium inventory and sophisticated targeting and measurement will be a true advantage for political advertisers looking for rapid and turnkey activation throughout the entire election season.
Bill Redding, Founder, WKQ Media commented,
Campaigns are won in the details and I’ve seen Basis Technologies bring those details to light over numerous years. Its technology delivers a full media planning toolkit for precise targeting and real-time analytics, streamlining the complex world of digital ad buying into actionable insights. Basis is an unparalleled platform for electoral success, combined with LG Ad Solutions and Basis having the best political teams in the business—this partnership is powerful.
Andrew Finnan, Executive Vice President, of The Prosper Group, stated,
Access to unique, premium CTV ad opportunities in the tight crunch of general elections is incredibly valuable. Having this targeting data from LG Ad Solutions exclusively available through the Basis platform for political advertisers combined with this class of premium inventory offers scale and speed, allowing us to better compete for the attention of voters.