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| VSI VS. AD NETWORKS |
- No Transparency: Networks allocate their inventory across hundreds of websites rarely revealing to marketers the websites they represent. The networks attempt to prevent agencies from going directly to the websites and they seek to control inventory and disperse impressions as they saw fit, simply to manage their own CPC or CPM thresholds.
- Undesirable ad placements- The networks have an inability to drill down on a site-specific level, so long-tail inventory often includes blogs, sites with strong perspectives, user-generated content and social networking sites.
- Unreliable inventory levels- Inventory levels of the networks are over-inflated as a product of sharing the counts of multiple networks. The result is the under-delivery of the campaign or simply having to rely on a single network.
- Reduced campaign exposure- Competing advertisers, publishers and networks all working against each other makes it inevitable that impression levels will vary significantly if another advertiser comes in with a better offer or is willing to pay a higher premium for placements.
- CPA-Buying risks- The network could potentially submit to thousands of affiliates, and the more the lists are distributed the lower the quality of leads that are acquired.
- Pop-ups and pop-unders-These intrusive ad units are favored over less-intrusive ad units for two reasons: it is easier to fulfill inventory needs and they acquire higher clickthrough rates, however the the quality of these clickthroughs is often much lower.
- Impression and/or Click Fraud- Impression fraud is an insidious variant of click fraud in which the advertiser is penalized for having an unacceptably low click-through rate for a given keyword.
- View-thru conversions- It's no secret that the larger ad networks rely on view-thru conversions for a "successful" campaign while the reality is that they are cookie-bombing the online universe and taking undue credit for some of these conversions.
- Sharing affinity driven brand equity- VSI partners have invested millions of dollars in developing powerful brand equity that delivers a built in loyal audience. VSI allows marketers to share in that brand equity and target users in a trusted environment. Networks have no such relationship with their partners and no bond with the sites users.
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