Our most important metric is your actual business results.
Our Methodology
A vital metric that you must gauge to get a clear picture of how successful your customer strategy has performed is the conversion rate, in real-time. We can track your customer conversion rates by deploying our cookie-less collector on the campaign's destination pages, or connect to customer conversion data to begin performing a compelling analysis that filters all invalid traffic and provides insight into what is working without the clutter. This generally improves realized effectiveness by as much as 30%.
2. Return on Marketing Investment (ROMI)We begin to understand how paid, owned, and earned channels need to work synergistically to create value, independent of the legacy systems that do not intelligently deal with traffic anomalies. We prepare and help you dive into your analytics and take a look at your top conversion paths. We help you definitively understand your cost “per lead” or “per acquisition” and help you reduce and even eliminate traffic anomaly spending by working with your partners to message and block unwanted end-points in real-time. This generally improves spending effectiveness by as much as 30%.
3. Return on Advertising Spend (ROAS)The most important metric to evaluate your advertising efforts is the Return On Advertising Spend (ROAS). This measures how much gross revenue is realized for every dollar spent on advertising. This simple metric allows you to size up the efficacy of your advertising efforts, while also providing a simple way to determine ad budget and revenue forecasting. We can help you precisely define value to your customers by pulling it all together in a simple, easy to understand format so they are compelled to spend more money with your firm.
4. Business ResultsAnd finally, the most important metric of success is actual business results. Did this advertisement generate new customers? Everything else we do is a guide to help you optimize toward that specific goal. Most metrics are distractions. We measure the ones that matter and the results will help you forge a long and prosperous relationship with your customers.
Total Placement Control
In early 2013, Excelaca developed relationships with leading accounting firms and developed the Advertising Compliance Authority (ACA) to enable reliable, real-time and retrospective audits of digital advertising campaigns. Until now there has been no reliable third party, institutionalized compliance tools available to advertisers. We can also recover money our customers have spent on fraudulent transactions in years past through a retrospective audit of digital advertising expenditures. Implementation of real-time audit is easy. All that is required is for you to provide a written request to your agency or network directing integration of your company's Brand Protection Domain Controller (BPDC).
Example API Integration Request
Dear Digital Advertising Vendor,
Due to brand safety concerns, YOUR_COMPANY_NAME_HERE is requiring its vendors to make a pre-bid request for each domain where DIGITAL_ADVERTISING_VENDOR intends to run, or bids to run, YOUR_COMPANY_NAME_HERE's digital advertisements. Please coordinate with the following Excelaca employees and representatives to apply the Advertising Compliance Authority's Application Programming Interface (ACA API), also known as the Brand Protection Domain Controller, to our media.
Sincerely,
YOUR_COMPANY_NAME_HERE
COMPANY OFFICER
• Simple binary request to the API results in 0 or 1.
• Domain Controller responds with yes = 1 or no = 0.
• Campaigns start with an empty Domain Controller.
• As robots and ad laundering fraud is detected, domains are added to your Domain Controller.
• As campaign intelligence is accumulated, optimization is performed using your Domain Controller to turn on and off domains.
Your Domain Controller's Core
As campaign data is collected, fraudulent end-points, ad laundering domains and participating ad networks are captured and accumulated. This is done through a combination of the network and exchange API request for each domain pre-bid insertion, real-time pixel telemetry data and real-time conversion data. Your BPDC then optimizes, measuring conversion data per domain in real-time and removes fraudulent and non-human traffic, poorly performing or ad laundering domains through the API implementation by simply denying those domains when requested.
Publishers Can Qualify For Your Ads
There is absolutely no meaningful vetting of publishers going on in the ecosystem, particularly in programmatic. ** In programmatic what? Using your BPDC, publishers can request to receive your digital advertisements, simply by signing up to be enabled by your BPDC. Your company creates a distinct competitive advantage by gathering direct publisher profile information and enabling direct interaction with publishers, while still leveraging an integrated but safe programmatic strategy.
Enabling the Winning Domains
The vexing problems created by widespread ad fraud are simply solved by enabling the domains that are performing and creating conversion and disabling those domains that are adding no value. By performing these computations billions of times per second, your BPDC can work in even the most hostile of environments. This enables your company to derive value from the low cost, fraud impaired traffic that your agencies/intermediaries are buying in an attempt to meet their revenue targets at the expense of your campaign's success.
Domain Laundering and Robots
Your BPDC enables you to identify domains that are participating and or cooperating with robot networks to perpetrate fraud. Your BPDC programmatically actions and optimizes based on this intelligence to protect your brand and save your company money, in real-time while turning your attention to enabling the winning domains. The legacy digital advertising ecosystem is completely structured for volume with no quality controls and absolutely no audit capability. As an advertiser, you can solve your immediate problems, and you can begin to build a publisher intelligence cache that can be leveraged in real-time and into the future.
Operations Overview
The ACA Ad Network API eliminates ad fraud by requiring your ad network to request to serve an ad on a domain or in an application. If the domain/app is not a criminal infringer or generating fraudulent impressions or clicks, we approve it for ad insertion. To secure the audit trail of our process we insert a beacon into your advertisements that assures advertising network compliance with the ACA API. We also examine a number of variables during an advertising impression transaction to determine if it is being generated on or in an illicit domain/app or if the impression is being generated by a human or a bot on a domain or in an application and if the impression is within the scope of your advertising insertion order by performing further analysis.
The ACA enables advertising networks and exchanges to connect to our data centers, (NY5 and SV6) to enable near real-time access to Approved or Prohibited domains. Customers can select if they want their impressions to be available to either a list of domains or select to not deliver impressions to a list of prohibited domains. This domain information is delivered to the advertising networks and exchanges through a REST API in binary form for each request and customer domain selection is never published.
We maintain a vast, dynamic list of Approved and Prohibited domains. This data is updated as new illicit, criminal domains and bot networks are identified by the system. We can customize these lists to your specifications and/or requirements. We source much of our data through our vast infringement and bot detection network and dynamically identify domains that are fraudulently forwarding ads in iframes to illicit domains. Click and impression fraud requires involvement of an illicit domain or application. No list of included or excluded Domains and Network End Nodes is ever published by the ACA, and Domain and Network End Node compliance is only indicated to the Advertising Network or Advertising Exchange in the ACA API with binary indications, (1 for approved and 0 for not approved). Our technology enables detection of click and robot fraud by accumulating and analyzing recurring end node data via our beacon technology and preventing ad impressions from ever being initiated thus preventing the customer from being invoiced for these impressions or clicks.
AuditWe can also provide you with a retrospective audit of your digital advertising expenditures that will enable you to recapture value going back several years.
Advertisers now believe that the digital advertising industry cannot thrive without third party audit. When you consider that nearly every major brick and mortar campaign is audited by a big four accounting firm, it is not reasonable to assume that customers will continue to be appeased with the industry’s “self-regulatory” approach to solving problems that are costing customers billions of dollars annually. Ad networks, intermediaries and boutique metrics companies only provide “after the fact”, limited intelligence that is not adequate in a real-time, connected world. Our operations, that provided major customers with intelligence about ad fraud over the past five years, clearly indicate that industry efforts have yielded little results and the problem has become increasingly pervasive.
About UsExcelaca acts as Intellectual Property Protection Agent (IPPA) for some of the world's leading Music, Motion Picture and Sports Programming companies in the United States and Asia. We have been monitoring and capturing ad networks and screenshots of advertisements on the web and providing ad monitoring services since 2009. We have billions of screenshots of major global advertisers appearing on criminal websites and on fraudulent domains engaging in click and impression fraud.
Since 2009, Excelaca L.P.. has provided managed services for digital advertisement tracking and intellectual property and infringement enforcement, management and tracking. Excelaca's services and processes have been adopted by some of the world's most recognized companies. Excelaca's technology and educational efforts continue to transform the Internet into a more viable place for advertisers and owners of intellectual property to do business.
Excelaca L.P. was established in 2009 when leaders in the content protection industry formed the Company. The Company is focused on addressing critical problems related to advertising fraud, content protection and public and private network security. Excelaca is also a leading developer of obscure, secure remote computing systems that enable our customers to communicate without threat of eavesdropping, man in the middle attacks, file or email theft. The Company also develops Clustered Intelligence Gathering systems that enable customers to efficiently mine sensitive data inside their private networks or on public networks and has developed custom Brute Force Blocking, Intrusion Detection and Tracking and persistence defense systems that work with a number of legacy enterprise server systems.
Qualification and ExperienceWe have a staff of extraordinary programmers and operations personnel. We have significant experience in Cyber Security. We operate globally and our cyber go team has the ability to deploy anywhere within in 24 hours or less, including to extremely hostile regions.