It’s better to be inclusive

At Lista we think that it’s better to be inclusive. That’s true in both life and media buying, why, let me explain, it’ll only take two minutes.

Low quality websites that waste media budgets are a huge problem in programmatic buying, every year Made For Advertising (MFA) sites waste billions of dollars in advertising revenue and erode brand equity that marketers have spent years building.

It’s such a waste and it’s been an issue for programmatic buying for over a decade. The conceived wisdom in the market is that media quality and brand safety are best controlled using pre-bid segments and exclusion lists. 

The issue is this conceived wisdom isn’t correct as evidenced by the $13 Billion per year the ANA estimate is spent on low quality MFA sites and the constant brand safety breaches that plague buyers.

At Lista we think it’s much better to positively target a concise list of websites that you want to appear on rather than to build and maintain a list of hundreds of thousands of websites that you don’t want to appear on. The reality is sites are launched quicker than they can be blocked and this leads to media quality issues & brand safety breaches.

Lista’s custom algorithms & inclusion lists focus on high quality, brand safe websites that our customers are happy for their brands to appear on. Whilst the conceived wisdom is that the long tail adds “reach” in reality this isn’t the case and the majority of the time it is as easy and cost effective building reach and frequency on high quality websites where buyers have 600 Billion impressions to chose from per month.

At Lista we think the best way to improve your programmatic buys is to use our custom inclusion lists and algorithms, but we also believe in better programmatic for all so to help buyers level up their buying we offer an open source inclusion list, it’s a great starting point that can be used alongside other DSP settings to drive optimal brand suitability & media quality.

If you’ve had enough of fighting a losing battle with exclusion lists and want to use one of our solutions that is bespoke to your brand guidelines please reach out here hi@lista.fyi