Audience and dynamics
We evaluate growth history, geography and demographics, thematic coherence, views and engagement on a number of publications.
Services / channel check
Audit of bloggers before advertising
We check channels and authors before purchasing: the composition and quality of the audience, stability of indicators, advertising load, reputational context and comparability of the rate with the forecast.
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- workstreams
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- project stages
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- one accountable team
What the service includes
A buying decision relies on several signals, not a single score
Neither the number of subscribers nor a single service indicator gives the full picture. We collate growth history, content, views, engagement, past integrations, public risks and economics. The conclusion describes the signals found and the limitations of the data, rather than promising a future result.
Antifraud signals
We look for sharp jumps, unnatural patterns, inconsistencies between subscribers and views, but do not present a probabilistic signal as a proven fact.
Brand safety and context
We examine public content, past advertising integrations, category conflicts and open reputation signals within an agreed period.
Rate and forecast
We compare conditions with historical dynamics and calculated CPM or CPV, note assumptions and show what data is needed for a more accurate assessment.
Business objectives
When is a separate audit needed?
An audit can be ordered before an independent purchase, to check a finished media plan, or as part of the full ETC AGENCY cycle.
- Checking the finished shortlist
- Comparison of several channels before purchasing
- Audit before the ambassadorial contract
- Rechecking the pool before the new wave
How we work
How are bloggers audited?
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Criteria
We clarify the category, audience, platform, format, analysis period and risks critical to the brand.
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Data collection
We collect available statistics, content history, past integrations, bids and public signals.
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Analysis
We compare metrics and context, note anomalies, risks, strengths and boundaries of the data.
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Conclusion
We provide a comparable analysis with an explanation of the signals and questions that need to be clarified before purchasing.
Frequently asked questions
Questions about auditing bloggers
Does an audit guarantee advertising results?
No. It reduces uncertainty by validating available data and context. The actual result is also influenced by the creative, product, offer, timing of release and external factors.
Is it possible to check authors not from the ETC AGENCY database?
Yes. We can analyze the list proposed by the brand if the channel data is available for the required depth of verification.
What data do you need from the brand?
You need links to channels, brand category and audience, planned format, bids or media plan, as well as critical category and reputation restrictions.
Is it possible to transfer the purchase to ETC AGENCY after the audit?
Yes. After agreeing on the shortlist, the team can take on negotiations, media planning, documents, labeling, output control and reporting.
Submit the links and the task - we will agree on the depth of the audit
Check bloggers
