Custom Questions

Activity Warehouse

Behind the Scenes

Dedicated Topic Coverage

Editorial vs Vendor Content

Persona Information

Content Depth

Complete Challenge/Solution Coverage

PinPoint via Specific Content

Traffic vs. Audience Quality

Focused Expertise

Focused Expertise

Focused Expertise

Activity Warehouse

  • Editorial Content Consumed

  • Vendor Content Consumed

  • Social: Peer to Peer Interactions

  • 7,000+ B2B Topics Consumed

Behind the Scenes

  • Activity-based audience building

  • Focused on Timing and Buying Stage

How Are Users Consenting?

  • Opt-In Forms: Users voluntarily fill out opt-in forms on the website, landing pages, or other digital assets, providing basic contact information and explicitly consenting to receive communications related to their expressed interests.

  • Checkboxes and Consent Statements: Opt-in forms include checkboxes or consent statements where users actively confirm their consent to receive communications, with client-approved or client-provided statements used for every campaign.

  • Double Opt-In: In some cases, users must confirm their subscription through a verification email, ensuring genuine interest and reducing unauthorized sign-ups.

  • Privacy Policy and Terms of Service: Links to the privacy policy and terms of service are provided on opt-in forms, explaining how user data is collected, used, and protected, with users encouraged to review these documents before giving consent.

Do you manage your own B2B contact database, and how do you ensure it stays current?

Yes, they maintain their own B2B contact database, which is continuously updated through various methods to ensure accuracy and relevance.

  • Data Cleansing: They regularly clean the database to remove duplicates, outdated entries, and incorrect information, ensuring data integrity.

  • Data Enrichment: They enhance records by adding details like job titles, company size, industry, and contact information to keep the database comprehensive and current.

  • Regular Data Verification: Both automated and manual processes are used to verify the validity of contact information, such as email addresses and phone numbers, on a regular basis.

  • Opt-in/Opt-out Management: They comply with data privacy regulations, adding individuals to the database only with consent and providing easy opt-out options for those who wish to stop receiving communications.

Campaign Customization & Flexibility

We manage insertion orders (IOs) to define specific campaign goals, targeting criteria, and delivery terms, allowing flexibility for adjustments while safeguarding your interests.

Example Campaign Customization & Flexibility: We can customize multi-channel campaigns based on specific client goals and make real-time adjustments to targeting criteria or ad formats without disrupting the overall campaign performance. How often do target account lists and leads per segment change? We can adjust those program filters and optimize during program.

Dispute Resolution & Lead Validation

We handle any disputes over lead validity, to ensure you are satisfied with outcomes.

Example Dispute Resolution & Lead Validation: There's nothing worse than seeing a lead that doesn't actually fit your program parameters. You want that replaced ASAP. We can handle any disputes over lead validity by providing lead validation reports and mediating between data providers and clients, ensuring fair and quick resolution to keep the campaign running smoothly.

Data Integrity & Confidentiality

We protect your proprietary data, ensuring that it’s used only for agreed-upon campaigns, with strict controls against unauthorized access, resale, or distribution.

Example Data Integrity & Confidentiality: We can safeguard your proprietary data by implementing strict confidentiality protocols, ensuring that it is used only for agreed-upon campaigns and protected from unauthorized access or distribution.

Centralized Reporting & Payment Management

We offer transparent reporting on lead performance and handle all invoicing and payments, ensuring timely and accurate financial transactions.

Example Centralized Reporting & Payment Management: We can provide centralized reporting across different regions, multiple programs and media providers, and simplify invoicing, helping multinational clients streamline their financial processes and improve transparency in lead performance and payments.

Fairway Digital Media’s Value as a Value-Added Reseller

This establishes Fairway Digital Media as a trusted intermediary, offering accountability, compliance, and seamless execution for both data providers and customers.

Are We A Media Agency or Media Provider?

We are not a media agency; we focus on facilitating performance-based lead generation by connecting data providers and clients through compliance-driven, results-oriented campaigns.

Many media agencies may work on retainer or based on overall media spend, not per lead generated. A media agency has a broader scope, managing overall media strategy, creative development, and media buying.

Focus on Lead Generation & Performance-Based Models

Fairway Digital Media: Specializes in facilitating direct performance-based campaigns like CPL (Cost per Lead). Payment is tied directly to results—qualified leads.

Media agencies prefer working with us because we provide performance-based models like CPL, allowing them to focus on broader strategies while ensuring they only pay for high-quality, results-driven leads.

Role as an Intermediary Between Data Providers and Clients

Fairway Digital Media: Acts as a middleman specifically between data providers (who generate leads) and clients (who want those leads), managing the commercial relationship, ensuring the leads meet specific criteria, and handling payments.

Media Agency: Acts as a strategist or buyer on behalf of clients to negotiate media placements with publishers, broadcasters, and ad networks. They focus on managing ad buys, optimizing creative content, and planning media campaigns across various platforms.

Media agencies can rely on us to manage the lead generation process, enabling them to focus on creative and strategic initiatives while we handle the complexity of working with data providers and lead validation.

Technology-Driven Execution

Fairway Digital Media: Relies on third-party lead processing software to track leads, facilitate campaigns, and ensure seamless data exchange between parties.


Media Agency: Although many agencies also use technology for programmatic ad buying or analytics, their primary role involves creative strategy, client relationships, and media planning, not just lead processing.

We bring advanced lead processing technology to the table, allowing media agencies to benefit from seamless lead tracking and reporting, freeing them to concentrate on campaign optimization.

Insertion Orders vs. Media Buying

Fairway Digital Media: Manages Insertion Orders (IOs) that specifically govern how leads are generated, pricing per lead, and campaign deliverables between data providers and clients. It's more transactional, with each IO tied directly to performance.


Media Agency: Handles Media Buying Agreements, where they negotiate with media owners (like TV networks, online platforms, etc.) to get the best rates for their clients. The focus is on media placement and optimizing exposure, not necessarily generating qualified leads.

Media agencies can offload the transactional lead management to us, benefiting from a clear CPL model, while they focus on negotiating broader media placements and maximizing exposure for their clients.

Dispute Resolution

Fairway Digital Media: Takes on the responsibility of lead validation and dispute resolution between data providers and clients, making sure both sides are satisfied with the quality and validity of the leads.


Media Agency: Disputes tend to revolve around media placements, impressions, or ad spend rather than individual lead quality. They are often resolved between the agency and media sellers or creative vendors.

Agencies prefer working with us because we take the lead in resolving disputes over lead quality, ensuring smooth campaign execution without them needing to handle the operational details.

Fairway Digital Media’s Value as a Value-Added Reseller

In essence, Fairway Digital Media focuses on a niche role within the lead generation ecosystem, ensuring compliance, performance-based outcomes, and managing the transactional relationship between data providers and clients, while a media agency has a broader scope, managing overall media strategy, creative development, and media buying.