Increase budget longevity with existing advertising suppliers

Increase budget longevity with existing advertising suppliers

We’ve had a lot of experience running affiliate programs and self-serve ads requiring topups to keep the ads going.
And maybe so do you, and that’s how you came across this article.

In this article we looked at how we used the methodology which went onto lead to the development of the Chrysalis platform several years on. There, we were able to identify a large one-off situation where ad fraud was taking place. However, the beneficiaries of over €50k of monthly budget that was redistributed were other suppliers we were working with that did have a good mix of quality traffic.

By carefully revising Affiliate Program Terms and Advertising Insertion Orders among our suppliers, we were able to set criteria to clearly set out what was and wasn’t acceptable from the traffic and leads they were supplying us. Click fraud still doesn’t have a formal definition. However, as Insertion Orders are a contract, they are one of the most important things to get right.

Advertising campaigns are a three-way deal. You have a one-to-one deal to display ads on an advertising or affiliate network to show your banners, links or ads, with the goal of attracting a direct response to click through to an app, website or landing page. The network has a one-to-may relationship with it’s publishers or affiliates. And each of those publishers has their own separate agreement with the network serving them ads.

Payments for advertising also follows a standard enough channel. You as an advertiser place an order or deposit on the network. As traffic goes through their ad server, they will deduct a click’s worth of budget from a campaign, but then hold it in their system for x days (outlined in their publisher agreement).  After this window has passed, the unit (impression/click/lead) is then put forward for payment, and then the publishers are paid out at the end of the month.

So in our example, we were able to set the criteria of a campaign, and then rapidly identify and flag individual traffic in breach of the terms, and report this back to the ad networks. Most of them are reasonable, and because of a lack of information and transparency, chargeback cancellations are often overlooked by many marketing teams. However, when utilised correctly, it enables you to make a top up, let it get used up, but then keep recovering budget from the proportion of dodgy traffic, and make it available to higher quality traffic sources.

Ad networks prefer this situation, as from their point of view they still have the opportunity to make that money a second time, and it keeps the advertiser happy. Given the alternative is at a minimum you serving the notice to suspend the campaign while you investigate, or ultimately cancel the campaign, seek a refund of your deposit (if pre-paid) or block payment of all or part of the invoice paying for an insertion order, any quality networks will not question this, as long as they have confidence in the data and reason behind the cancellation. And in practice, this means you can stretch out the time between your topups through recycling budgets, and have a happy finance or auditing team as a bonus!’s click engine and reporting engine gives you the tools to be able to reconcile your traffic against suppliers, control the configuration of links, regardless of what the ad server is, to ensure that optimisation information is getting passed every time. Combined with our KPI mapping, the reports generated allow you fully measure affiliate, keyword or publisher performance from any supplier across registration, product usage and sales, and price each supplier according to ROI.

So if you’d like to talk to us about applying to your marketing activities,