One such MVP is Ashley Beepur, from Mail Metro Media. Ashley took the time to share his views on the qualities and strategies that have propelled Mail Metro Media to the forefront of the industry, and which MVPs he’d invite to dinner…clue, there are some heavy hitters!
What qualities would you expect from an MVP in digital advertising?
I would expect an MVP to not only set the benchmark but also exceed it by leading and serving as a positive role model within the industry, with proven high-quality processes and procedures in place. As an MVP, you are expected to inspire others by advocating for innovation, fostering collaboration, and helping to drive positive change across the industry, whilst keeping up to date with the latest guidance. All these qualities help to make you a trusted partner.
An MVP will consistently focus on addressing key industry challenges, working closely with organisations such as the IAB and TAG to develop solutions and implement strategies that tackle these issues effectively.
What strategies in your playbook make you an MVP for your clients?
There are several strategies we have as a business…
- We take pride in our industry certifications. For the past five years, we have consistently passed the rigorous TAG brand safety audit, demonstrating our unwavering commitment to upholding high industry standards.
The Gold Standard certification highlights our efforts to enhance the digital advertising experience by following The Coalition for Better Ads guidelines, complying with IAB Europe’s Transparency & Consent Framework for GDPR and ePrivacy laws, and combating ad fraud through the use of ads.txt, buyers.json, and Demand Chain protocols. - We have partnered with IAS as our brand safety provider to ensure all content is thoroughly scanned, and our clients’ ads are displayed only in the environments they choose, thanks to our custom contextual brand safety segment.
- Beyond these efforts, we actively engage in industry-wide discussions to improve the advertising landscape. We contribute to the UK Stop Ad Funded Crime (UKSAFC) group and have a representative on Sovrn’s commerce publisher steering committee, helping shape the future of the commerce ecosystem. Additionally, we are regulated by IPSO (Independent Press Standards Organisation), ensuring we maintain editorial integrity and adhere to press industry regulations.
In what ways have your clients benefitted from these strategies?
- Our clients benefit from 700 million brand-safe impressions across all direct campaigns, ensuring the highest levels of secure targeting.
- More than 70% of blocked impressions are due to the custom brand suitability profiles we tailor for our clients, ensuring their campaigns run alongside content they've specifically approved.
- Our invalid traffic (IVT) rate stays below the industry benchmark at just 1%, as we prioritise protecting clients' budgets and ensuring campaigns are free from fraud, so they reach the intended audience.
- Our participation in industry committees allows us to voice our concerns and collaborate toward finding solutions for our clients.
How does embodying the qualities of an MVP help you drive revenue?
The publishing industry is under immense pressure and experiencing rapid transformation. Embracing innovation offers an opportunity to tackle these challenges and push boundaries, helping us stay ahead in creating and sustaining revenue streams.
As a news publisher, brand safety is vital to securing potential investments. By undergoing annual ABC audits and maintaining TAG certification in brand safety, we provide clients with the independent assurance that their ads will appear in a secure and trusted environment.
This transparency, trust, and confidence are critical values that encourage clients to collaborate with us, driving business revenue.
With growing concerns around fraudulent traffic and MFA (Made for Advertising) sites, it’s more important than ever to reassure our clients that we are taking active measures to address these issues.
Ultimately, our industry certifications reinforce why Mail Metro Media is regarded as a premium publisher.
Who would be your top 3 MVP dinner guests and why?
Muhammad Ali because I’m a huge boxing fan, and he stood for more than the sport.
Arsene Wenger as I’m a dedicated Arsenal fan and he brought us the glory years.
And finally, Connor McGregor because it’s Connor McGregor – why not!
Meet other champions! See our full list of MVP clients.
About Ashley:
Ashley leads the Ad Operations team at Mail Metro Media, managing all direct and programmatic campaign setups across Display, Video, Audio, and off-site executions. In his role as the Mail Metro Media Tag Compliance officer, he reviews all IAB Gold Standard requirements and conducts the annual Tag Audit to ensure compliance with regulations. Ashley joined Mail Metro Media in 2021, bringing experience from the ad tech sector, having worked at Channel 5, Shazam, and Amazon.
