WPP owned 24/7 Real Media has been suspended by the IASH for failing to comply with an a audit of ad placement in July. This news follows hot in the footsteps of recent evidence of ad misplacement by networks, the most high profile advertiser being
Ad misplacement is a key issue when considering the use of blind networks as part of a display advertising programme. Although these networks offer certain “guarantees” with their placements and you can select to appear on certain channels, by the very nature of the channel, you can never be 100% sure that misplacement isn’t occurring. You have to rely on the regulatory bodies like the IASH conducting regular audits and clamping down hard on any offenders, which thankfully they appear to be starting to do.
The temptation is always there, due to the rock bottom CPMs, to utilise a network within your media plan but cost is not always the best way to plan display advertising. After all, the primary aim of any display campaign should be to build brand awareness within your target customer base. Blind media buys achieve neither of these objectives as you open yourself up to the risk of negative brand association with unsuitable sites, and you don’t know who is seeing your ads.
Blind networks are becoming a thing of the past as companies expect more from their online advertising and this can only strengthen the position of intelligent media planning agencies. My advice is to avoid them when planning other than in extreme circumstances. Get you lower cost impressions and clicks from paid search and focus your display advertising on reaching the right people at the right time with the right message.