Does Mr. Rodger’s Neighborhood Exist in Digital Advertising?

 How Marketers Can Determine “Good” Exchanges

Every community seemingly has an apocryphal “bad side of town or bad neighborhood.” In the digital community, how can digital marketers distinguish a “bad area” from a “good area” or “bad inventory” from “good inventory?”

Let’s start with the statement of a simple fact – many communities now provide open data feeds which – with the right tools – can be statistically analyzed for trends. In fact, even Columbia, MO has its own open data feeds portal. Incidentally, the “linking policy,” by letter of the law, prevents the inclusion of the link in this blog. So, if you are interested in geotracking some aspect of the municipality’s activity, the information is there but, it must be searched for.

Reasonably, few people have time to perform a series of confidence interval calculations on the data for their community of interest. Therefore, we search for a reliable source of information that has already been quantified or qualified, for ease of assimilation.

In like manner, there are tools and reports at the disposal of marketers that encapsulate vast amounts of information into something more sensible. For example, have you ever wondered if the exchanges your impressions are being served, on are a “good place” for them to live? Or what is the overall rating of the exchange? If so, check out this offering by Pixalate.

While this hardly constitutes the whole of what is available to marketers in the way of ad fraud prevention tools, it certainly is a pleasant place to start. As people’s circumstances differ, not all neighborhoods (exchanges), fit the needs of all, so please let us help you find a “good neighbor.”

Contact us for more information on Coegi’s efforts to deliver quality, scale and brand safety to our client’s campaigns.

Author: Ben Mastin, Ad Operations Specialist @ Coegi

How to Sidestep Banner Blindness Through Native Advertising

We at Coegi love to help brands overcome banner blindness programmatically through premium site placement and strategic targeting, but we also believe pairing these efforts with native advertising is a terrific way to boost engagement in today’s crowded marketing climate.
Why? Because native ads don’t look like the typical ads that are more susceptible to banner blindness. They match the look and feel of the other content on a host site or platform, which allows marketers to reach prospective buyers in a highly organic fashion.
As a result, native ads are viewed 52 percent more often than banner ads.

However, the ultimate goal of native advertising isn’t to earn clicks; it’s to provide value through relevant content. Posting misleading headlines and sales pitches won’t get you anywhere. You actually need to deliver something educational and entertaining. Otherwise, you’re wasting your audience’s time.

At Coegi, we ensure every native campaign we create delivers on its promise while transparently identifying the brand behind the content. We don’t trick users into clicking on our ads; we want them to engage with the content and develop positive feelings about the company that authored it.


We’ve spent years perfecting our native advertising strategies to make sure campaigns result in as much engagement as possible. Here are a few tips we’ve learned along the way:


  1. Use what you already have.You don’t need to begin your foray into native advertising with a clean slate. Save time by cataloging your existing content and repurposing each relevant piece into native ads. Be sure to reword them, add up-to-date statistics, give them new headlines, and perhaps even change their target audiences. Not nearly enough marketers realize they’ve already created a gold mine of content that can be used again and again down the road.


  1. Try multiple creative approaches.Curious whether a different headline might drive better results? Not sure which image to use as your thumbnail? Here’s some good news: There’s no rule that says two ads can’t link back to the same content. Go ahead and try out multiple creative approaches to see which drive the best results. Don’t forget to collect data along the way, and then use that knowledge to make the next campaigns even better.


  1. Hit specific audiences.Avoid using the “spray and pay” approach when launching a native advertising campaign. If you create generic content in an attempt to appeal to everyone, consumers won’t gain a clear sense of your brand’s true identity and core offering. Map your audience by demographic and engagement, and then tailor your content to attract the people most likely to appreciate what you have to offer.


Don’t limit your digital presence to standard display ads that produce low engagement figures. Contact Coegi today to learn more about how programmatic advertising across all digital formats can help your brand boost engagement with online consumers.

3 ways to bring mobile mojo to your programmatic campaign

It’s 2017, but most marketers still pour their efforts into desktop campaigns first and mobile second. But with up to 65 percent of time online spent on a mobile device, marketers can no longer afford to treat mobile like an advertising afterthought.

Mobile is driving growth in programmatic advertising — which allows marketers to buy ad space based on demographics and location — but desktop spending will exceed mobile through at least 2017. So while customers have already made the mobile switch, advertisers have yet to catch up. 

If you’ve been leaning heavily on desktop marketing, learning to drive a mobile campaign can seem tough. Thankfully, there are a few tips to get you moving when you’re first starting a campaign.

Read the full article here.

A Rootin’ Tootin’ Good Time

Chili Cook Off

Late February provided the Coegi team an opportunity to showcase their culinary prowess in the 2016 Rootin’ Tootin’ Chili Cookoff to benefit the Boys and Girls Club of Columbia. As with most projects, we focused on a collaborative approach with the end product in mind.  In this case, an Oaxacan inspired chili with a spice that could be outlawed in some states.