The Responsible Payment deal takes into account that your campaign can fail. And also that someone bears responsibility for either not achieving certain goals, or for chasing impossible objectives (it’s the same thing, actually). This is probably the most important thing Sether is trying to do: pop the perpetual success bubble, and show the reality of online advertising, be it good or bad. Because brands need to understand how their products really perform and make them better.   

So, there is this surreal bubble in advertising, where everyone is trying to look good regardless of the campaign results. Executives and experts alike have become sugarcoating artists, only showing the KPI values that suit their interests. This is because advertising is an old, obsolete structure, that works on handshakes, back deals, old friendships, paper contracts and obscure Excel files filled with numbers only one person in the organization understands. But it’s not so hard to prioritize, and benchmarks exist. So we’re prioritizing and benchmarking KPI’s. And we’re introducing the new term RESPONSIBLE PAYMENT to replace the old Success Bonus.

So, apparently, online campaigns are such an efficient tool, that no agency can fail using them. This is why bonuses for success are always part of the deal the agency makes with the client, and no clause regarding failure is taken into account. By simply using common sense, we realize this is an overstatement. Of course, there are failed campaigns out there, but their results are either overlooked or portrayed as normal. As a result, marketers feel overconfident about their possibilities and advertising agencies became experts at only showing the good sides of their campaigns. They live in a fairytale, and that’s nice for everybody’s portfolio, but what about “the reality”?

There are some problems in advertising that no one like to admit to. Like Bonuses for Success. Online agencies love them, and ever since the expansion of automated ads, scoring the extra buck became essential. Working on a success fee became the norm. Even if a campaign can theoretically go sideways, there is no cool, corporate word for penalties for failures. Can online campaigns be so bulletproof they always accomplish their goal or surpass it?

Advertising as a tool evolved, but the industry itself stagnates. We want you to use Sether and cut a new path, create a modern way to do business in advertising. In the next days, we will tweet some of the biggest problems we detected and used in order to shape our product.

We managed to set up and prioritise the basic KPI list that can be used on the platform. You can now survey over 90 main and secondary performance indicators, on Facebook, Google, LinkedIn, Twitter, YouTube and Instagram. We will extend this list to include all possible KPIs.

Third Parties Workflow automation

Streamlining your budget by paying the agency according to their performance is only the tip of the iceberg. Underneath the water is the advantage to clearly see where your budget goes. Every 3rd-party, every subcontractor. By imposing budget transparency to both parties, even more, unnecessary expenses are prevented.

Information security and accounts

We are fully aware that it's not the agencies or brands that are working on campaigns, but their employees. Account execs, product managers, planners or media people. Because each project depends on allocating the right resources to the right specialists, Sether offers separate accounts to everybody involved, allowing secure access to specific information for each, and an ever-growing resource center to offer them support with the platform.

Automated campaign supervision

Most of the work for a campaign is done before it appears on media channels. That doesn’t mean that once it starts, you can just watch it unfold. It’s critical to keep all eyes and brains on its KPIs as it goes so you can understand its effects and how to counter any disadvantages or profit from beneficial situations. Another reason to keep watch is streamlining your budget, an essential task – if one channel draws too much of your budget with too little effect, you would be wise to pull the plug asap and redirect your funds somewhere else.

Product Overview
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Manage your projects transparently

This Sether module acts like a 4 people team to support your campaign, each with a specific function: one account for settling the Service Level Agreement, a media expert for offering Media Plan Support, one strategist KPI expert and another account to check and follow up all the Agency Deliverables.

SETHER is being listed on LATOKEN. Deposits are already open. Follow the link to deposit: https://bit.ly/2Kp8vQd
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This listing will give Sether’s users and prospective users another option for acquiring the SETH token, and it will also enable the creation of a robust network of different users, businesses, media outlets, brands, etc. that will benefit all parties involved.

Integrations Update
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✅Facebook – now 100% operational

✅Instagram – now 100% operational

✅VKontakte – WIP

✅YouTube - we’ve started working on the integration

We're diligently working to develop the KPIs that will be available in the #setherplatform.
We've completed almost 25% (SM KPIs) of our initial set-up.
Our plan is to integrate over 50 KPIs in the 1st phase, aiming to help businesses with their marketing endeavors.