LucidMedia Launches Verified Inventory
LucidMedia, of Reston, VA, launched their Verified Inventory Technology. In their own words “a new contextualization offering that combines the company’s patented natural language processing technology with an industry leading base of more than 14,000 content categories to ensure that online advertisers and agencies deploy their advertising safely and accurately, in only the Web pages and categories most relevant to them”.
Okay, now the non-marketing version in my words and with a practical example of why you would use them. Hopefully I am not wrong, here goes. Most everyone is familiar with Google AdWords and when you target you have multiple options, one is to appear on the google search pages, a second is to appear on search pages on other websites that use the google search, a third is to appear on their content network which are the google ads you see on various websites and yet a fourth is to only appear on the sites you chose. Of course demographics is available as well.
Some companies do not care where their ad appears, no which website that is, and next to what content. They want google to match the ad to the content as best possible but that is the only requirement. The goal is to obtain the lowest cost per acquisition and highest return on investment or simply profit margin if the ad is for an immediate sale.
Other larger brands shy away from the content network, either they do not realize you can target on a site by site basis, or they are just worried their ad will appear on an undesirable site and/or content. Undesirable has a different definition for everyone. So how can brands worried about their image reach the largest audience, in comes Lucid Media Verified Inventory.
Lucid Media Verified Inventory attempts to solve this problem. They state they analyze every page in real time for five factors in real time. They state they have hundreds of real-time objectionable content filters. To me, this means they analyze the webpage in real time making sure it passes the filters they put in place for you, before they server your ad on that page.
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