Media Buying 6 Million Impression Discrepency...

Hatchet

Hatchet

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Sep 2, 2009
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Who is correct, in the following situation...

An advertiser pays for 21 million banner impressions on one of the largest websites online.

This advertiser is using an approved 3rd party ad server.

Inside this ad server, the advertiser sets to show the ad ONCE per 7 days (frequency cap).

The Publisher call's the ad 21 million times, but due to the Frequency cap, the ad is only actually shown 14 million times. i.e. default impressions = 21 million. But actual impressions = 14 million.

Note when the publisher calls the ad, but it isn't shown, they show a different ad.

Publisher's response?

"Since you signed our terms, you go off our numbers".

Am I right?
 


Yup - you need that in the IO or they will stick dick to you. BURST Media is famous for that type of shit. Never believe what the sales person tells you - get that shit in the IO, because when the shit goes down the sales rep will deny, deny, deny.
 
You can try and argue that the ad was only shown 14 mil times when the IO states 21.

Do you have any profo/documentation that for the missing 7 million they showed someone else's ad? If so you may be able to use that.
 
Yeah, you are out some money.. this is a really good example of how you have to be extremely careful when setting up everything in your ad server and watching impression counts on a daily basis (at *least*). Why didn't you notice this earlier and figure it out before you wasted all that cash?
 
Yes, your IO has to clearly state it will be billed off the numbers form your approved 3rd party server in order to have it billed based on your numbers.

You can try and see if they will credit you and be nice about it, but it might be a hard lesson learned.
 
Yup you're screwed. Shoulda flighted the buy on the pub's adserver in addition to your own, and you should probably have some kind of house ad on your side so if they fuck up the flighting on their side and overserve on your adserver's frequency cap you get free impressions. But you gotta bill/pay based off your insertion order instead of theirs.
 
you want everything in the IO.. if they say "it doesn't matter we can take care of it outside the IO" don't believe them. I learned it the hard way
 
Another thing - don't believe "even delivery". I've been billed 2x and 3x the even delivery point in a day and been told to deal with it. Get it specified in the IO on a per day basis othersise if you pull the plug on a shitty run they will flood you with worthless impressions just to fuck you outta more money. Some of these ad networks are shadier than the rebill advertisers.
 
Well Shit, I could of got a new Porsche for the cost of that lesson.

I was looking to spend up to a million bux with this company, like 10% of the way in and they're pulling this. They may be technically right, but I still feel like I have a dick up my arse.

Might try direct mail instead.
 
Technically you are screwed on the deal. If they want to do business with you again they should reconsider. We have killed VERY good relationships with companies over similar issues on principal.
 
I wouldn't roll over so fast on this one. Does the IO say you can't set the Freq. Cap to 7 days? If it doesn't say that then you have a good case because they didn't deliver your other 7m impressions and they obviously agreed to let you use your ad server which would imply that you have control over frequency caps and those kind of settings (unless otherwise stated.) IMO. Further, agreeing to go by their numbers doesn't mean they can commit fraud and charge you for impressions not actually delivered... if you can prove it.
 
I don't see how someone willing to spending a million bux on it didn't have it included in their IO.

Was this your first media buy?
 
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