In this interview with Ashley Quinn, our Director of Compliance & Quality at PX, talks about the ins and outs of Compliance 101.
So as an expert in compliance, what can you tell someone who doesn’t have any knowledge about the topic?
Compliance is the cornerstone for any healthy MarTech platform. It is one of the biggest advantages we offer to our publishers and our buyers. There are different areas in which compliance is important. For PX and the wider lead gen industry, publishers must have a sound and legal opt-in for all the leads and calls they’re generating. There are many verification tools such as Jornaya to capture the opt-in.
How do you get ahead of the curve on compliance?
You want to be proactive instead of reactive. Building a tool that monitors and manages compliance is much more cost-effective than dealing with a problem after it arises. Compliance is the most basic thing we must provide on our platform. Because of the risks associated with reaching out to non-compliant leads, advertisers need to be sure that they’re buying leads who want to be called. And they don’t have the time to investigate and manage all the different publishers and sources themselves. A huge value-add for our customers and publishers is that we take care of ensuring the sources and leads follow all applicable laws, rules, and regulations, so they can get back to their core businesses.
How do we proactively look at compliance? We make sure that the capture of that data is possible. Compliance ensures that we can confirm each lead or call that passes through the PX platform is legitimate, and that the customer wanted to be contacted in the first place.
If you were to teach Compliance 101, what would your main takeaways for students be?
Protect yourself and know your sources. Consistently question your sources because you want to continue to confirm that they’re doing everything right. We check verification tools before we allow someone on our platform. We make sure that we know each website that generates leads. Know your source!
What are some of the main compliance principles?
There are many places where less is more. Compliance is not one of them; with compliance more is more. The more information you have, the more secure you are.
To publishers I say: don’t be afraid to provide details
To buyers, I say: understand that things change
PX creates an agreement and a standard between our sources and our platform that says: “We expect you to uphold this level of compliance and quality for anything you sell on our platform, and we’ll continue checking on that.”
What should publishers know about compliance?
PX’s commitment to compliance instills trust in our customers. When customers have confidence in the compliance of the leads they are purchasing, they are willing to invest in it – both with the volume of leads they purchase and the amount they are willing to spend on them.
We take compliance very seriously and the reason for this is not to serve PX. We are not the source and not the buyer. We do this to protect the publisher, we do it to protect the source. We do it to make sure that they’re not putting themselves in a risky situation. We want them to succeed. It’s not about PX, because PX doesn’t own it. It’s about the source.
So, how does this benefit the publisher? Because PX is holding the publisher to the highest possible standard, the compliant leads they are offering have a greater chance of converting, and thus make it more likely that advertisers will continue to buy leads from that source.
What do advertisers need to know about compliance?
Advertisers know that there is no substitute for confidence in the compliance of their leads. Leads that aren’t properly qualified or well-sourced will not lead to sales. Using a platform like PX removes the guesswork from compliance and quality and allows advertisers to focus on their end goals.
PX is continuously monitoring the compliance of our sources and pushing our sources in their compliance efforts. We are working every day to be more proactive than reactive. That’s a big deal. We will never stop raising that bar. We will never stop learning what is best for our buyers and best for our sources. We look at the whole picture.
What are some things advertisers should consider when buying leads from publishers?
Compliance is very straightforward, there is nothing subjective about compliance. A lead is either compliant or it’s not. But I will still say: know your sources. Use source management to determine which sources and leads are worth your investment and understand that compliance does not necessarily equal quality. Advertisers can rest easy knowing that the leads they source on the PX platform are compliant, but still must identify the characteristics of what a qualified lead means for them, and then set up their campaigns and bids accordingly.
What are the next steps in compliance?
As compliance becomes more of a focus for both advertisers and publishers, the tools we use to help us manage compliance are starting to catch up. To scale a compliance team within any organization, you need fewer manual processes and more automation. By integrating reporting from verification tools directly into the PX database we can provide real-time insight. For example, automation has protected our partners from seeing duplicate leads or leads from disconnected phone numbers. That logic and technology are already based on the platform. Any insights we gain will eventually be able to be automated into campaign-specific filters. Any additional tool we integrate will provide a more comprehensive approach to compliance for all our partners.
What do you want readers to take away from this conversation?
PX is committed to upholding the highest standard of compliance and we value all our partners, both on the supply and demand side. We look to our buyers to get as much feedback on data as possible. We look to our supply sources to take that feedback and continue to grow and create a high industry bar with us.
Compliance is one of the biggest advantages we offer to our publishers and our buyers on our platform. Because of the risks associated with reaching out to non-compliant leads, advertisers need to be sure that they’re buying leads who want to be called. Using a platform like PX removes the guesswork from compliance and quality and allows advertisers to focus on meeting their goals for customer acquisition and business growth.
Learn more about compliance and PX's Quality Pillars when it comes to leads here!
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