Meredith Uses Digital Audit to Arm Sales Reps with the Validity Advertisers Demand

February 5, 2021

 

Situation

MeredithEngaging nearly 95% of American women across all stages of life, Meredith Corporation’s National Media Group is home to more than 40 iconic brands, including PEOPLE, Better Homes & Gardens, Allrecipes, Southern Living, REAL SIMPLE and Magnolia Journal. The company’s reputation for innovation and data-driven strategies attracts marquee CPG advertisers.

Issue

With more than 40 different websites, Meredith needed to differentiate their sites with valid, human audiences from other sites with fraudulent audiences.

Lisa Pezzuto, senior product manager at Meredith Digital, explained, “As ad support, I had sales reps coming to me asking, ‘How do we answer these fraud questions we’re getting? What do we have that proves validity?’”

Solution

Meredith was one of the first media companies to participate in AAM’s Digital Publisher Audit. This comprehensive, continuous audit service addresses fraud at the publisher level by analyzing website traffic and publishers’ adherence to best business practices. With support from the Association of National Advertisers and in collaboration with other industry anti-fraud initiatives, the Digital Publisher Audit creates a more transparent ecosystem, helps quality publishers stand out and improves outcomes for marketers.

Results

“AAM’s Digital Publisher Audit gives us accountability,” emphasized Pezzuto. “Advertisers can differentiate between who has a valid audience and who has a fraudulent audience. A big part of the audit is us saying that we stand behind our media products, and we use AAM, TAG, TrustX and ads.txt to prove it.”

Meredith actively promotes an anti-fraud policy on their website, highlighting the various industry solutions they’ve employed to provide assurance to advertisers including AAM’s Digital Publisher Audit and AAM’s Audited Domain List.

 

quotesAs ad support, I had sales reps coming to me asking, ‘How do we answer these fraud questions we’re getting? What do we have that proves validity?'

Lisa Pezzuto, Meredith Digital

 

“It is absolutely worth the time to dive into your site and provide assurance to your advertisers. Fraud and safety are top of mind right now. The AAM Digital Publisher Audit can put you ahead. You may even land more campaigns with it."

Pezzuto continued, “The audit isn’t intimidating; you just need someone who is comfortable going to different departments and getting the information you need. You need to know who the key players are and get them to run the reports and aggregate the data. I really enjoyed doing it, and it didn’t take long to get all the information pulled together. And we had more than 40 websites to coordinate!

“AAM absolutely made it seamless. If we had a question, they had an answer and a solution that was best for all of us. They’re a really great team to work with.

“The AAM team and the audit actually takes a burden off of me,” said Pezzuto. “I’m constantly telling my colleagues, ‘AAM does that. If there are any red flags, they’ll let me know.’”

Pezzuto gave an example of one red flag caught by the Digital Publisher Audit.

“I did get an email from the audit team asking about a spike for one month. It turned out it wasn’t our traffic,” she said. “Upon investigation, it was an interstitial macro provided by an external source that was doubling the counts. There was no fraud, but AAM’s monitoring caught the anomaly.”

 

quotesIt is absolutely worth the time to dive into your site and provide assurance to your advertisers. Fraud and safety are top of mind right now. The AAM Digital Publisher Audit can put you ahead. You may even land more campaigns with it.

Lisa Pezzuto, Meredith Digital

 

Pezzuto concluded, “The AAM staff is super easy to work with and very knowledgeable. Every working group that I’ve sat on from the MRC to TAG, Steve Guenther, AAM’s vice president of digital auditing services, has been involved. AAM is ahead of the curve and staying on trends. If there’s anyone familiar with version 2.2, it’s AAM.”

To learn more about AAM’s Digital Publisher Audit, including free services through 2021, visit our website.

Protect your media investment by partnering with quality publishers. Download the Audited Domain List.

 

Topics: Digital, Case Study

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