The Interactive Advertising Bureau (IAB) Tech Lab have recently introduced ads.txt as a means that can help advertisers improve their brand safety and publishers reach their legitimate ad dollars. But, how will that work and are there any concerns? The answers are below.
Many have sought to prevent potential video latency by creating systems solely designed to facilitate video ads. The most forward-looking have also built comprehensive user interfaces that offer more control over header bidding bidders and placement — so publishers have full visibility of buyers and the ability to grant or deny access, and brands know exactly where their ads will end up.
Brand safety has rocketed to the top of the marketing agenda for almost every brand on the planet, following scandalous revelations by British newspaper The Times that companies, charities and even governments were unwittingly funding extremist groups through programmatic advertising on Google’s YouTube.
Real-time bidding (RTB) is great for scale and efficiency, but it can come with risks for brand image, as recent developments have highlighted. Columnist Alex Bornyakov discusses these risks and explores whether it is possible to increase transparency in this programmatic channel. Alex Bornyakov discusses these risks and explores whether it is possible to increase transparency in this programmatic channel.
As criminal activities go, digital ad fraud has a certain appeal. The potential gains are high, the costs and resources required are minimal, and there have been very few successful convictions thus far. With Hewlett-Packard classifying ad fraud as the most attractive type of hacking in terms of financial gain and effort, it’s no wonder this type of criminal enterprise is thriving.
Despite accounting for an impressive two-thirds of US digital ad spend in 2016, the path of programmatic has by no means run smooth. While it is true that programmatic has proven its worth as a cost-effective, far-reaching method of advertising, recent industry developments – such as the revelation that major brands have unknowingly funded terrorism by allowing ads to appear alongside extremist content – have brought long-harbored concerns around brand safety swiftly to the fore.
Alex Bornyakov, Founder, VertaMedia discusses that with programmatic video ad spend booming, publishers want to maximize revenues through header bidding. But can they resolve header bidding latency issues, which are only amplified in video execution?
Almost a third of internet users are expected to use ad-blocking software in 2017 — a 24 percent year-on-year increase — and digital publishers stand to lose over $27 billion globally by 2020 if the issue is not satisfactorily addressed.
Reactions to ad blocking vary greatly. Some large media companies pay the providers of ad blocking software up to 30 percent of ad revenue to whitelist their sites, while others, such as Facebook, are taking a stand against ad blocking but risking user discontent by finding ways to circumvent the software.
Late last year, tales of Methbot illegitimately gobbling up $3 million to $5 million in ad spend daily horrified the industry. While advertisers are the obvious victims of fraud based on bot traffic, the spectre still haunts premium publishers—not only is that spend that should have been relegated to their inventory, scams like Methbot increase advertiser pressure on legitimate sites.
The bot menace has caused particular pains in the programmatic video space, arguably halting the growth of what could be a lucrative channel for honest video content providers. In this interview, VertaMedia CEO Alex Bornyakov talks candidly about invalid traffic and fraud in both desktop and mobile video advertising, service providers’ responsibility in this space, and how publishers can push back against the bots.
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