The cat’s out of the bag. Brands now know that a huge chunk of their ad dollars are wasted on ads that never appear before a human. That’s part of the reason why the biggest media buyers are insisting on MRC (Media Ratings Council) accredited ad verification. For those not yet familiar with this bit of ad tech, IAB has a definition (edited slightly for clarity): Ad verification is a service that offers technology to ensure (buyers) that ads appear on intended sites and reach the targeted audience. Ad verification is supposed to be integrated with every ad networks, exchanges, SSPs, basically anyone who sells advertising space online, to provide a safeguard for brands, advertisers, and agencies that buy it. IAB guidelines specify five key areas covered by ad verification vendors: Site Context Geo-Targeting Ad Placement Competitive Separation Fraud Detection: Click fraud and impression fraud Some vendors will also bundle ad viewability and audience measurement services with … [Read more...] about What Publishers Need to Know About Ad Verification Companies
Anyone who works in ad tech knows how much the industry loves its jargon. Here are some quick explanations for a whole bunch of ad tech and media buzzwords that were thrown around this year, so you can gain a working knowledge in minutes. Note: Many of these have been covered more extensively in our explainers before. What: ‘Written-word’ media houses and publishers investing heavily in creating video content. Why: Because video inventory (on mobile and desktop) is selling like hotcakes and they want in on the action. How: By laying off writers to create video teams instead, as MTV News, Mic, Vocativ, Fox Sports, and a few others reportedly did. Mashable is testing the model. Reddit announced its own investment in video. The fad (for that’s what it is) has had the side-effect of audience shrinkage. According to comScore data, the publishers that pivoted to video this summer have seen at least a 60 percent drop in their traffic in August compared to the same period … [Read more...] about 10 Ad Tech and Media Buzzwords of 2017: Explained
Bitcoin is back in news again after trading at a record high of $4483 per coin this month. Many cryptocurrencies including Bitcoin are powered by a technology known as blockchain, and its potential use cases extends far beyond just the financial world—it continues to find use in government, healthcare, real estate, security, and many other industries. At events and in publications that cover the advertising industry, blockchain has been a hot topic as a candidate for bringing in more transparency into ad tech and solving problems such as opaque supply chains and ad fraud, how much of it is hype and what are the facts? Before getting into how blockchain could help ad tech, let’s understand what it is and how it works. Each “block” in a blockchain typically contains a hash pointer to the previous block, timestamp, and transaction data. A blockchain is a growing list of records, or blocks, linked together and secured by cryptography. Stripped to the basics, … [Read more...] about Can Blockchain Fix the Problems of Digital Advertising Industry?
Some of the biggest advertisers and brands are spooked by the sophistication of fraud and the entire media supply chain’s apparent inability to eliminate it. Criminals prey on big money, especially in inefficient, non-transparent systems with many touches, low or no accountability, and poor measurement. (For them,) Digital media is THE perfect place to hunt. That was Marc Pritchard (of Proctor & Gamble), speaking on what his company intended to do about it at IAB ALM 2017. He revealed their 4-step action plan, in which P&G decided to only do business with digital media entities that have gotten certified against fraud from TAG in 2017. On a similar note, all of La Quinta Inns & Suites’ 2015 insertion orders specified that the brand will only pay for human traffic. Methbot drove it home: By Q3 of 2016, a previously low-volume bot signature that WhiteOps had been tracking since a year had scaled beyond anything seen in history—reaching as many as 137 million … [Read more...] about Publisher’s Guide to Ad Fraud Prevention in 2017
Let’s talk about the publishers for a change. Media sellers (aka publishers) are already losing massive chunks of revenue from ad blocking, both on desktop and mobile. Then they are supposed to be held accountable for, just, all of the fraud and pay for “cleaning up the mess” (like in this impassioned post). Even though the publishers who sold premium inventory on private ad exchanges to brand-consistent advertisers have also been victimized by fraud… Ten per cent of ad impressions from premium programmatic ad campaigns are fraudulent (triggered by bots). The surprise was the ubiquity of the fraud. It is not just no-name websites; it also affects premium publishers. — Bill Duggan, VP of Association of National Advertisers (Source) Meanwhile, growing emphasis on viewable impressions could open the doors to further trouble… (Often) Viewability as quality produces its opposite: viewability as clutter. There are threads of connection between the … [Read more...] about How Publishers Can Fight Ad Block, Fraud, and Viewability Problems