In the 1970s, the iron triangle of business consisted of the mass market, mass production and the mass media. It was the golden age of detergent commercials and audiences that could be counted in the tens of millions. More than 106 million people watched the last episode of MASH in 1983. Getting that many viewers for anything now is nigh on impossible. Even the 2019 Super Bowl missed the nine-figure mark, and that’s even with 36 years of population and technology growth.
It is said that the search engine replaced the mass media with millions of niches. This presented entrepreneurs and growth-minded businesses with a dilemma. “If we can’t advertise to 100 million people,” they asked, “where are we going to find our future customers?”
The technology industry responded with advertising that could be tracked, but even that solution suffered from certain limitations.
How hard is it to tell someone their ad succeeded even if it didn’t?
The truth is it isn’t hard at all, and that is how digital advertising fraud was born.
History will undoubtedly mark end-to-end advertising connections as the beginning of the end for digital ad fraud, and the app that makes it possible is called Spotping.
If you run a business, and you want to advertise, which is the better model? One where you can go directly to your customers and offer them exactly what they’ve already told you they want, or one where you pay by the click or video view and hope that customers find their way to your door?
Think about the average online ad marketplace. Do you even get to see what you’re buying? What does your ad look like? Where is it? You don’t know, do you?
That ad marketplace sure knows where your wallet is, though.
What if someone clicks on your ad by mistake? What if a competitor clicks on your ad 100 times a week? That’s not what you’re paying for, but at the end of the week or month, that might be what you’re paying for and you don’t even know it.
Do you think a major airline or a restaurant chain would put up with that? Would they have put up with it in the 1970s? Not likely. At least in the 1970s when the ad agency said the soup commercial would be on at 1:30PM, it wasn’t a leap of faith.
The truth is the ad market needs a better system. Advertisers need to know what they are buying, and they need to know how their audience is responding day by day and week by week. They need to know where their ads are and what future customers see when they encounter expensive creatives. There’s no excuse for anything less.
Spotping brings all these questions and uncertainties down to a two-part value-add proposition.
What if you could go directly to your customer and give them exactly what they want, and what if your customer could validate their purchase with a unique biometric identifier?
Poof. Guesswork eliminated and actual, verifiable results in its place.