Ratko Vidakovic

  • Is your demand-side platform real or fake?

    I previously covered why marketers should demand transparency from their partners. Transparency is an unstoppable force because it roots out inefficiency. And companies that operate in ways that lack transparency, whether in their business model or product, are on the wrong side of history. Take, for example, demand-side platform (DSP) companies.

    Ratko Vidakovic/ Marketing Land- 19 readers -
  • Ad fraud detection: A guide for marketers

    Ad fraud seems to consistently produce news headlines in the advertising world. Half the time it’s people claiming that the sky is falling, while the other half claim, in essence, “no big deal.” There are obvious biases to take into account, but the net result is a ton of noise. This is unfortunate, because it’s a topic that begs for education, especially for marketers new t ...

    Ratko Vidakovic/ Marketing Landin Display- 22 readers -
  • Header bidding: What marketers need to know

    In previous articles, we navigated the digital display advertising “stack,” starting with direct orders, programmatic direct, private marketplaces and the open RTB (real-time bidding) auction. Since writing that series, a new ad technology known as “header bidding” has grown in adoption by publishers.

    Ratko Vidakovic/ Marketing Landin Display- 35 readers -
  • Why every digital advertiser should demand transparency

    The world of digital advertising has a history of opaqueness, stemming from the early days of ad networks. Ad networks acted as brokers between advertisers and publishers. Being in such a position allowed them to be as transparent or “non-transparent” as they wished. This resulted in extremely high margins (50 percent to 60 percent or higher) and limited reporting available ...

    Ratko Vidakovic/ Marketing Landin Display- 23 readers -
  • Can you trust your media buying agency?

    Trust is the foundation of all relationships, particularly those in business. If you didn’t trust your agency or technology partners, you wouldn’t be using them — especially as it relates to your advertising investments. But the old adage, “Trust, but verify,” holds true today, more than ever. Earlier this month, a damning report — produced by K2 Intelligence on behalf of th ...

    Ratko Vidakovic/ Marketing Landin Display- 37 readers -
  • How to protect yourself against ad fraud

    We have come a long way in our examination of online ad fraud. So far, we have learned: what ad fraud looks like, why it exists and who should be responsible for stopping it. Today, we are going to learn about the practical matter of protecting yourself, as a marketer, against ad fraud. In a perfect world, fraudulent inventory would never make its way into the marketplace.

    Ratko Vidakovic/ Marketing Landin Display How To's- 25 readers -
  • Who Should Be Responsible For Stopping Programmatic Ad Fraud?

    In the first two installments of this ad fraud series, we examined what ad fraud looks like and discussed the reasons why ad fraud exists. In this third installment, we look at the various participants in the supply chain, and determine who should be responsible for stopping ad fraud. The programmatic ad ecosystem is very compartmentalized in nature.

    Ratko Vidakovic/ Marketing Landin Display- 42 readers -