Environment
Sold as video. Delivered as something else.
· 3 min readShare on LinkedIn
Premium video is sold on the idea of a real player, on a real page, next to real content. A delivery report lists domains and numbers. It can't show what a viewer actually saw.
So we render the real pages behind a deal and check whether the format that ran is the format that was sold.
- Deal 1: format didn't match the sale$2.8k · 3.1%
- Deal 2: format didn't match the sale$730 · 0.81%
Shown as a share of the two deals' combined spend.
The good news
In the first deal, $2.8k of at-risk spend could be rerouted. The same domains carried clean, correctly authorised routes in the same deal. The inventory the buyer wanted was there all along.
Being clear about coverage
We only report format findings for pages we actually rendered. In the first deal that was 38% of spend, in the second 94%. We always say which.