Publisher Protection
Regaining AdOps Manpower Hours With Automated Demand Alerts
Regained upwards of 10 man-hours a week
Improved client satisfaction
Improved communication with partners
In A Nutshell
Quarter Media manages the ad inventory for a network of more than 250 online publisher sites. With a strict pledge to ad quality, Quarter Media’s goal is to reach the highest possible CPMs for its ad inventory and maximize revenue while ensuring that ads don’t violate the brand’s content policies or contain malware. When rooting out the sources of problematic ads and notifying the responsible demand became increasingly costly and time-consuming, Quarter Media sought out a more holistic system for mitigating ad quality issues and chose to partner with GeoEdge.
“Our goal is always to get the highest CPM, but whenever we add a new demand source to our system, it increases the risk of serving offensive ads. It’s a delicate balance.”
Tibor Gaddum
Managing Director, Quarter Media
The Problem
Programmatic solutions help Quarter Media maximize ad revenue across its network of more than 250 publisher sites, but it also makes it difficult to identify demand sources that violate the company’s ad quality policies. Prior to implementing GeoEdge’s Automated Demand Notifications (ADN) feature, Quarter Media’s internal team needed to spot the offensives and work backwards, deducing where the ad came from, then notify the demand partner about the incident by phone or email. In total, the back and forth of took upwards of 5-10 hours each week.
“With GeoEdge’s automated notifications, you don’t have to find out the ad tech company responsible for the offensive ad and communicate with them directly. It all happens automatically, in the background. It saves time and allows us to work on other things.”
Kathrin Gaddum
Programmatic Specialist, Quarter Media
The Solution: GeoEdge real-time ad blocking
Manual reporting of ad incidents is not an efficient system, especially compared to the speed with which ad demand is delivered. Quarter Media needed a solution that worked at the same speed as demand was coming in. Rather than manually chasing demand, Quarter Media implemented GeoEdge’s Automated Demand Notifications (ADN) feature, which alerts demand sources automatically when they provide an ad with malicious or offensive ad content. The report alerts demand partners about top incidents stemming from their end, encouraging partners to maintain a clean and safe ad inventory across their network. The feature is a win-win for not only Quarter Media but the entire programmatic ecosystem. For Quarter Media, it’s a more efficient way to communicate with their demand sources and ensure their partners ads are in line with their brand image. The feature also helps demand sources monitor their own networks and guarantee they’re serving quality, brand-safe ads to clients.
The Result
GeoEdge’s ADN feature reduced the operative load on Quarter Medias internal team and the time spent alerting demand partners of ad incidents, freeing up several hours of manpower each week. Since using ADN, Quarter Media no longer has to have its employees work on ad quality issues over the weekend. Client happiness has also improved. Quarter Media has strengthened relationships with its publishing partners and received fewer complaints about low-quality ads. The company has strengthened existing relationships, and built new partnerships grounded in the guarantee of high ad quality and trust in the swift ad incident mitigation process. The demand notifications feature has also helped rid the supply chain of low-quality demand and improve Quarter Media’s demand partners’ operations. Several have been able to permanently root out repeat offenders after being notified of the bad actors through GeoEdge’s automated system. ADN makes the digital ecosystem safer, more secure, and more profitable.
“With GeoEdge’s automated notifications, you don’t have to find out the ad tech company responsible for the offensive ad and communicate with them directly. It all happens automatically, in the background. It saves time and allows us to work on other things.”
Kathrin Gaddum
Programmatic Specialist, Quarter Media
