Brand Safety

At GDM Digital we take brand safety seriously. We understand the importance of brands and we make sure that ads are not shown on any sites that could have a detrimental effect to the brand.

All of our publishers are brand safe and are continually reviewed by our platform to ensure that they meet our brand safe standards. With each campaign we take into account the aims of advertiser and tailor our strategy to ensure brand safety.

We report and monitor the performance of campaigns and advertisers across different frequency caps. (The level of frequency capping determines the maximum number of times a user will be shown an advert on a given day.) Commonly performance is distributed in an inverted U shape.

This makes intuitive sense. Show a consumer a creative a few times makes it likely that they will see the message and if desired, respond to it. After the consumer understands the proposition showing the advert any more is likely to have little effect on their propensity to visit the site or convert. This spend is wasted. Furthermore, if a consumer is shown creative a high number of times it is not only ineffectual, but can be damaging to the brand. At GDM Digital we analyse the frequency capping of each campaign to ensure that we are serving ads to consumers the optimal number of times. This maximises performance whilst maintaining brand integrity.

GDM Digital offers full transparency for your ad placements.

  • Full discussion around brand safety with client prior to each campaign.
  • Our platform continuously reviews all sites to ensure their quality and brand safety
  • Dubious or unknown websites are checked and reviewed by our team
  • Ads are placed on content safe sites only.
  • Frequency capping
  • Avoid ‘spam’ ads and click fraud activity

Key performance indicators - is a statistical measure of performance

Stock keeping unit – a product or item which is identified by its unique ID code.

Cost per click - the cost that the advertisers pay for every click.

Search engine optimization – process of optimising your website in order to enhance visibility on search engines such as Google.

Dynamic creative retargeting – based on information gained from a users visit to a site an ad is dynamically created to retarget the user with the item or similar items they viewed previously

Cost per acquisition/action (NB acquisition is the same as a conversion)

Dynamic creative optimisation -  a creative is dynamically generated in real time based on various factors to make the optimum creative message for a user

Internet Protocol - a unique number/ID that is assigned to every device that connects to the internet

Click through rate - the ratio of how many people have clicked over the total impressions shown

Cost per thousand, the standard pricing model for media in which advertisers pay per 1000 impressions.

RTB stands for Real Time Buying. When users visit a website, the ad exchange conducts auctions between multiple advertisers for impressions on that site.