The intersection of quality and scale
Relationships matter—and ours go deep. At Undertone, we focus on building meaningful relationships with our publisher partners so we can unlock value and efficiencies for brands across screens. These partnerships allow us to access the best inventory across smartphone, tablet and desktop: prominent placements, takeovers, interstitials, and large-canvas units like the IAB Rising Stars. These are the types of creative integrations typically only available through custom, one-off buys, but with Undertone they’re available at scale. And because protecting your brand is our top priority, there are no unpleasant surprises: our rigorous process of safety checks and quality filters for all of our inventory means no concerns about inferior content or misaligned placements.
It’s common sense that running ads on low-quality sites can hurt your brand image. Conversely, running ads on high-quality, daily-use content sites can deliver a positive halo effect for your brand. A study conducted by IPG Media Lab for Undertone revealed that the quality of the site a video ad appears on is the primary driver of brand perception, consumer intent, engagement, and overall satisfaction. Quality is so important to Undertone that we launched the industry’s first money-back quality guarantee in 2008 – a guarantee that is still unmatched in the industry today.
To ensure our brand partners are seen in only the best possible environments, we’ve created our Green List, a collection of hand-selected, brand-safe, high-quality inventory from our publisher partners. Using a combination of in-house technology, human monitoring, and third-party data and validation, all publishers are assessed against a stringent list of criteria (including brand equity, content, non-human traffic, viewability, and ad clutter), and put through a rigorous testing and certification process. We lead the industry in fraud protection, and our approach to inventory acquisition results in a safer environment for our clients. Learn more about our Green List here.
Web consumption continues to fragment across devices, which presents both challenges and opportunities to brands. Planning and executing digital campaigns in silos is becoming increasingly inefficient in today’s multi-screen world. At Undertone, we take a screen-agnostic approach, from campaign planning and delivery through to measurement and optimization. Our Green List includes high quality inventory that spans smartphone, tablet, and desktop environments, and we’ve developed true cross-screen creative solutions, like ScreenShift® and PageGrabber X™, that are built using responsive design and optimize a single HTML5 creative seamlessly across screens.