Every corner of the programmatic ecosystem can be affected by ad fraud – even premium publishers and quality ad tech vendors can get inadvertently pulled into programmatic’s fraudulent underbelly. Some publishers are unaware of a problem until they’re blocked from a platform. On the flip side, an ad tech platform on the supply side might approach a normally quality publisher with evidence of ad fraud and the publisher legitimately doesn’t know where the problem is originating or how to fix it. So how does this happen, and what can publishers do to prevent ending up on someone’s blacklist?
With 2018 on the horizon, we thought we would look at what the new year might bring in terms of inventory quality within the programmatic industry. Here are some items we think will help shape the industry in 2018:
TerserTude is a platform whose goal is helping publishers monetize their digital assets through video. With a mixture of technology and service – sophisticated algorithms doing much of the company’s heavy lifting coupled with an outstanding client relations team – TerserTude wants to help its partners achieve more with video. And digital video spending is hot – eMarketer reported that brands will spend 56% of their digital budgets on video in 2017, and double-digit annual growth is expected through 2020. Suffice to say, TerserTude is in the midst of an upward market, which is why they’re proactively working to protect the ad spend flowing through their platform.
The supply side of the RTB Programmatic industry walks a precarious line between maintaining important publisher partnerships and ensuring those same partners are sending quality traffic. Inevitably, a time will come when a publisher’s traffic sends quality flags flying. So now what? You want to maintain the partnership but at the same time issues with invalid impressions, brand safety, and viewability need to be addressed. It’s time to be candid with your supply partners.
With millions of websites sending ad inventory into the programmatic marketplaces, it's difficult to quickly determine the quality of traffic from any domain without closely monitoring the impressions. However, there are some tell-tale signs that should act as a warning that a domain's traffic will be less than premium.
Go With Media (GWM), a boutique media agency that specializes in online video campaigns, is partnering with Fraudlogix to protect its advertiser clients from ad fraud and assist them with providing campaigns that are brand safe and viewable. GWM focuses on bringing innovation and guidance to brands and media companies in the United States and globally, and finds ad fraud as a large threat to the real-time media buying industry.
Tha Big M (TBM), a global digital advertising campaign management platform, is partnering with ad verification vendor Fraudlogix to monitor its traffic for ad fraud, viewability, domain spoofing and brand safety. In today’s programmatic ecosystem, the platform’s leaders are stressing the importance of having measures in place to boost quality and fight ad fraud on behalf of their clients.
With ad buyers and marketers increasingly demanding more transparency and quality checks within the programmatic supply chain, evania video is proactively putting measures in place to mitigate marketers’ risk and ensure high-quality inventory. evania video, a leading publisher-management platform in the video advertising industry, has partnered with Fraudlogix in its quest for additional quality controls. The partnership will provide evania video granular, real-time data regarding the quality of its inventory by constantly monitoring all traffic for ad fraud, domain spoofing, viewability and brand safety.
Performance marketing is a popular and ever growing part of the marketing mix. It’s a smart way to go, paying only for those campaigns that actually PERFORM, however, when hackers fake a KPI (e.g., a sale, lead, install, or action) the money pouring into that portion of marketing is now wasted. And even more detrimental, are the cases that result in marketers wasting time chasing fake leads or measuring performance using fake metrics.
This interview between MarTech's Sudipto Ghosh and Fraudlogix CEO, Hagai Shechter was originally published on September 11, 2017 as part of Marketing Technology Insights' Interview Series.
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MTS: Tell us about your role and how you got here? What inspired you to be part of an online advertising fraud detection company?