GeoEdge Helps Daily Voice Get Rid of Redirects & Preserve User Loyalty
In A Nutshell
When news breaks, the first media outlet to go live with the story stands to gain a substantial share of the audience for that story. A news site that can consistently go live with the earliest comprehensive take on the story also stands to gain that audience’s loyalty over time. But disruptive and malicious ad experiences will drive users from a site, and can sink the loyalty that the site has built with its audience.
Daily Voice, a network of local news sites, takes pride in its reporters’ ability to break news, provide up-to-the-minute coverage, and tell stories in engaging ways. Using email and social channels, it aims to turn visitors into subscribers, and subscribers into advocates for its services. It also engages influencers to amplify their content. But a rash of auto-redirects came to challenge Daily Voice’s ability to retain users, which is essential to its business model.
In order to optimize revenue, Daily Voice began expanding its programmatic stack. The new revenue was helpful to its business—but at the same time, Daily Voice saw auto-redirects and unwelcome pop-up ads coming through programmatic channels. The company approached its various demand partners, but policing ads delivered from all of these partners proved to be a strain on both time and resources.
Daily Voice initially experimented with solutions on its own. It tried removing demand partners from its stack, but that ended up reducing competition among its remaining partners, and in turn, reducing overall demand. It tried implementing safe frames, but it attributed a significant loss of revenue to using safe frames.
Meanwhile, influencers and other exceptionally loyal users were getting redirects themselves and were contacting Daily Voice to say they would stop following its sites if the company could not get the redirect problem under control. Influencers steadily brought new subscribers to Daily Voice, and so losing them would negatively impact its business at its core.
GeoEdge real-time blocking changes the game
Daily Voice had already been using GeoEdge tools to monitor potentially harmful or unwelcome ads across its sites. The company recognized that GeoEdge was able to monitor activity across all user devices, and to catch instances when bad actors in the ad ecosystem were targeting specific users with malvertising.
When Daily Voice began also using GeoEdge’s solutions for blocking threats in real time, auto-redirects effectively disappeared from its sites. This eliminated the task of reaching out to all of Daily Voice’s demand partners to detect the source of redirects and other unwanted ads.
Daily Voice found GeoEdge’s solutions to be highly cost-effective for a business of its size, and found GeoEdge’s customer service to be among the most responsive of any of its vendor partners.
After implementing GeoEdge and removing the redirect problem, Daily Voice was able to add all of its existing programmatic partners back to its ad stack, and also stop using safe frames. As a result, Daily Voice’s total revenue grew compared to the months before it began using GeoEdge’s real-time blocking solution.
With Daily Voice’s Ad Ops team free from the burden of tracking down redirects across all of its programmatic partners, the company’s overall workflow efficiency improved, freeing up time for them to focus on growing revenue in new ways.