The problem Chrysal.is was built to solve occurred back in 2010.
Back then, when working for an international video games publisher spending several million per year across a portfolio of titles, we had a product launch. We intended to commit to a particular network of decent reputation for a product launch. That’s when the problems started…
In this case, a $20,000 campaign delivered 97% fraudulent traffic, because the terms of the Insertion Order were in the network’s favour and we could do nothing about it.
However, when we audited all of our other suppliers, we found wholesale abuse across many of our other ongoing marketing campaigns. From a portfolio of over 30 suppliers, we were able to identify multiple that had been exploiting the terms of our insertion orders and affiliate program terms. We were able to successfully challenge a six figure liability between them and enable marketing to sequentially become a profit centre.
To top it all off: Due to the accuracy of the Chrysal.is reports, we realised that a payment gateway had incorrectly applied VAT rates across Europe, which resulted in the recovery of VAT overpayments, amounting to six digits.
Several years on, Chrysal.is has been developed as a universal digital marketing middleware engine to help solve issues that marketing managers, source to the entire advertising industry’s revenues, face every day buried among the mist of high volume advertising campaigns.
By correctly setting up and then enforcing insertion order with suppliers, Chrysal.is empowers Marketing teams and their agencies with data driven reports on an individual product’s bespoke KPI’s. We can now compare and contrast traffic that has been delivered against traffic being invoiced and also have access to detailed click-level data that advertising network staff often don’t have themselves.
Traffic can also be analysed to identify cases of bot driven traffic through a variety of methods, and our behavioural engine enables post-click behaviour to be matched against traffic delivered from individual traffic sources. This allows Marketing Managers to have simply presented data to enable them to understand the quality of the traffic they are paying for.
In self service platforms, the data can be used to optimise campaigns, and report invalid clicks back to suppliers for further investigation. For media buys, most networks have a chargeback period for traffic delivered, and Chrysal.is gives marketing teams ammunition and data to challenge traffic within this period, blocking it from being paid.
In practice this means that funds can be credited back on accounts, lengthening the time between top-ups, and in recovery situations allow you to refuse to pay part or all of a particular insertion order.