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.
The name alone—programmatic TV—sounds exciting. Some estimates put programmatic TV as a $17 billion advertising opportunity by 2019, but not everyone is as excited or as optimistic about the technology’s development or implementation. While programmatic ads represent half of all online ad transactions, they’re still only four percent of all TV ad transactions.
A Russia-based botnet with data centers in the Netherlands and the United States, this digital-age criminal network deploys sophisticated tricks to defraud advertisers, brands and media companies.
Now that security firm White Ops has penetrated the operation and made its methods public, measures can be taken to prevent Methbot quietly siphoning off advertising dollars. But how did the fraudulent operation become so profitable, and what does its discovery mean for the digital advertising industry?
Some MBAs may need a reality check, but I still wouldn’t hesitate to recommend them — and they certainly aren’t just a remnant of times gone by. If anything my course provided a clear view of the future, it highlighted what I already knew and what more I could achieve. An MBA is not a magic pill for all the issues you’re likely to face, but it will show you how to address them and where to get the solutions. Now that’s what I call a bargain, - says Alex Bornyakov
Alex Bornyakov, founder & CEO of supply-side platform VertaMedia, predicts that header bidding, which became successful in 2016, could die on the vine this year.
When the value of a product soars, everyone wants to stock it. So, with video ad spend growing by 40% this year and due to rise by a further 32% in 2017, it’s no surprise that publishers are rushing to adorn their shop front with the ‘video sold here’ sign. Writing exclusively for ExchangeWire, Alex Bornyakov, co-founder and CEO, VertaMedia explains why, when it comes to video strategy, acting in haste is a bad decision for a reason.
The world of online advertising is a diverse one with countless mediums, publishers, formatting, and tracking options. Accordingly, it’s tough to discern which “latest and greatest” advertising methods are worth the investment and which ones are over-hyped. In-article video ads, which play automatically in the middle of a consumer-facing article, are one option generating significant interest from publishers and advertisers alike, but how many people can these advertisements really reach? Do they truly deserve the increased attention they’re getting?
Digital video advertising is a hot topic that’s about to reach its boiling point. No doubt driven by increasing consumption and Cisco’s much-quoted prediction that over 80% of internet traffic will be video by 2020, interest in digital video advertising is soaring and online video ad spend is expected to grow 31% next year.
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