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Agency Profile - NeverBlue Media

Posted on 12.21.2005
Q&A with Todd Dunlop- President & CEO of Neverblue Media Inc.

Never Blue Media

Todd Dunlop is President and CEO of Neverblue Media Inc. based out of Victoria, British Columbia.

Todd Dunlop - CEO of Never Blue Media

Who is Neverblue Media Inc? What differentiates Neverblue’s approach to lead generation from the competition?

Neverblue Media Inc. is an online advertising brokerage that specializes in lead generation. The company was first started by myself and three other partners back in 2003 in an attempt to be involved in the world of online marketing. Since then, Neverblue Media has grown to include 7 different business units: NeverblueADS, CrossPub Network, CoregSoultions, Veraleads, Neverblue Properties, and Neverblue SEM.

The different business units at Neverblue Media work together to provide specialized services for our partners. For example, we are able to provide exclusive in house ads for partners from our Properties unit and then put them out for distribution on our ad network NeverblueADS. We can even take the quality of our leads a step further and provide phone interviewed lead verification through our close partnership with Neverblue Media’s spin- off company Neverblue Media operates on a CPA basis, we are always working hard for our partners so that everyone will profit in the end. Internal efficiency coupled with attentive customer service make Neverblue Media a great choice for potential partners.

Why is CPA (cost per acquisition) attractive to online marketers and publishers?

CPA is great for all parties involved because it is performance based model. CPA advertisers are more motivated to provide high quality ads. Publishers can maximize their profit by taking ads targeted and complimentary to their userbase. This means that a hardworking publisher has the ability to increase their return. CPA offers a higher return to everyone involved because the leads generated are more valuable than those generated through CPM (Cost per Thousand) or CPC (Cost per Click.)

Relying on affiliates is important to lead generation networks. What guidelines does Neverblue Media use to secure the best affiliates and get those affiliates to produce the highest quality leads?

Constant communication is key in working with affiliates. At Neverblue Media our team starts communicating with affiliates right from the beginning of their partnership with us. When an affiliate applies to be a part of NeverblueADS, we first research the methods of promotion that they are currently using and then call to determine whether they are a good fit with our network. Our affiliate managers are speaking with our current publishers daily to ensure are partners are happy with their volume. In addition, we have a full-time quality control manager who is constantly monitoring our partners and removing fraudulent accounts. By daily communication with affiliates we ensure top quality pay and quality screening.

What are the challenges facing the Internet advertising and affiliate communities?

One of the largest challenges facing the Internet advertising community is affiliate fraud. An example of affiliate fraud for a company that operates on a CPA basis, like Neverblue Media, is when an affiliate steals info from public directories and uses it to complete online forms. Fraud diminishes the quality of leads. This in turn causes advertisers to not want to spend money with affiliates which can mean lower payouts for publishers. Affiliate fraud needs to be taken seriously by all parties involved. Fraudulent activity has the potential to drastically injure the online advertising community.
What type of organizations does Neverblue Media work best with?

Neverblue Media is always looking for great publishers who understand their userbase. We are also eager to work with advertisers who are dedicated to producing high quality ads. We encourage potential partners to give us a call and together we can figure out ways that we can be mutually successful.

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