The solution of preventing advertising fraud by creating an approved list for advertisers to limit their advertising to will only solve 1/2 of the problem. Advertising on known sites is a start. But the traffic to those known sites must be verified to be real. This is where auditing comes in.
The time has come for the legitimate digital press and advertisers who want to maximize their ROI on advertising to organize the 21st century’s digital version of the Alliance for Audited Media.
You might think that a super-star like Heismen Trophy winner Johnny Rodgers would just go to a meeting and clients would through money at him. But as the group discussed how to break new accounts and build the relationships and trust that leads to business, Johnny pointed out that in his experience it takes 7 “touches” to build a relationship to be ready to do business.
When it comes to publisher ad-sales strategy for programmatic, the objective is to realize the greatest portion of the “value” of an impression that it can. For programmatic ad-buyers their goal is to pay the lowest price they can for a higher “value” impression. Lets keep in mind that if the impression isn’t worth more than an advertiser pays, they wouldn’t buy it.
The top sales professionals ranked the effectiveness of five sales strategies. The top-ranked strategies were “Getting customers to emotionally connect with you” followed by “Tailoring your sales pitch to the customer’s needs” and then “Asking questions that show your expertise.” The two lowest ranked strategies were “Showing the value of your solution” and “Driving the topics of conversation.”
