Playbook: vetting a network before you send a single click

Playbook: vetting a network before you send a single click
Diligence is cheap before the traffic and expensive after it. Order of operations:
— Find out who the legal entity is, not just the brand. Ask directly. A partner who will not say which company you would be contracting with has already answered the question.
— Check that the entity exists in a public register, and that the name on the contract matches the name that will appear on your payments. Mismatches are common in this industry, and each one is a place where a payment can vanish.
— Ask how long the offer has been running and who the advertiser is. "We cannot disclose" is sometimes true and always a risk you are now carrying.
— Get payment terms in writing, including what triggers a hold.
— Find two people who have actually been paid by them. Not testimonials — people you can ask.
— Read the clauses about deductions and traffic quality disputes.
Then send a small test. Diligence tells you who to test with, not who to trust.