Directed Wholly Cow to make its media buys through our affiliate group partnership. We negotiated based on validated delivery guarantees for display – meaning the ads were delivered in-view, in the right geography and free of non-human traffic – and in-target audience guarantees for video.
Typically, guarantees for display ads range from 80-100% validated impressions, while guarantees for video ads usually fall within the 90-100% in-target range. Wholly Cow was willing to pay a higher CPM to hit these validation and audience delivery rates as it believes in aligning price with value. Along with through leveraging viewability and audience measurement, we would be able to achieve a 70% lift in attribute awareness and 30% lift in purchase intent.