ross benes

  • Brand safety remains a frustrating game of Whack-A-Mole

    Brand safety is all the rage, but in a recent campaign that ad analytics firm Adyapper was paid to analyze, it found that its client’s ads appeared on porn, fake news and file-sharing websites that the advertiser’s buying platform believed it was blocking. Over the course of a month, the brand’s ads appeared on more than 700,000 domains even though the demand-side platform re ...

    Digiday- 14 readers -
  • From the Unintended Consequencs Dept: Viewability mandates cause more ad clutter

    Ask any marketer or agency their position on viewability, you can be sure they’ll endorse it. After all, who in their right mind could be against ads that are paid for should have the opportunity to be viewed? Easy: Those who believe the digital media experience is too often horrible, driving people to ad blocking, and worry strict viewability standards will only create a ca ...

    Digiday- 22 readers -
  • How Hearst uses Alexa for Elle and Good Housekeeping

    Thanks to voice-activated assistants like the Amazon Alexa and Google Home, audio is having a moment with publishers. At Hearst, that means about a dozen Hearst employees have been placed in a group devoted to bringing the publisher’s content to souped-up speakers like Amazon Echo and Google Home. So far, Hearst has developed just two voice skills — for Elle and Good Housekeep ...

    Digidayin How To's- 14 readers -
  • Unraveling header bidding’s problems with user data

    Ad tech is all about tradeoffs. Although header bidding has been heralded for its ability to increase revenue for publishers, an overlooked downside is that it can expose user data by allowing all bidders to access audience data. Header bidding also makes it easier for fraudsters to hide in the noise created by the vast amount of data points that come from multiple parties bid ...

    Digiday- 15 readers -
  • More programmatic buyers are shunning Breitbart

    While more than 1,300 brands have boycotted far-right publisher Breitbart, these moves are likely to have little impact unless ad tech firms on the demand side move to cut off access to their aggregated buying power. It looks like just that is slowly happening as clients and agencies take a more proactive approach.

    Digiday- 13 readers -
  • Business Insider fights ad blocking in the UK with whitelists, micropayments and subscriptions

    As its staff sized nearly doubled over the last year to 45 employees, Business Insider U.K. moved shop in January to a larger co-working space in London’s Aldgate district, surrounded by tech startups, financial firms and a murderabilia museum devoted to Jack the Ripper. In the publisher’s industrial chic office full of low-hanging light fixtures and intentionally-exposed ceili ...

    Digiday- 15 readers -
  • Header bidding’s got a mobile app problem

    Like much of ad tech, header bidding was built to solve a desktop challenge. But mobile is eating media. Publishers are busy adopting header bidding across the mobile web, but the technique isn’t yet gaining acceptance within mobile apps. The problem: New bidders often have to upload their own software development kits, which allow third parties to integrate their features — w ...

    Digiday- 17 readers -
  • Viewability or fraud: Marketers are split on which is the bigger issue

    Speaking in a dimly lit Hilton conference room in central London at the Incorporated Society of British Advertisers annual conference on Wednesday afternoon, marketers hammered home the importance of viewability. “One of the ways we can evolve is to ensure that we only work with vendors who work with our standards of viewability,” said Unilever UK marketing and digital directo ...

    Digiday- 18 readers -
  • How WPP’s Exchange Lab trains programmatic buyers

    Programmatic advertising is never sexy, but being nestled between glass-paneled business buildings and weathered Romanesque dwellings in London’s Victoria district at least makes things interesting. As ambient music reminiscent of Sigur Ros pumped throughout the common space at London-based The Exchange Lab, Digiday got a look into how the programmatic company tailors its train ...

    Digidayin How To's- 16 readers -
  • ESPN drops false play buttons on Facebook, maintains them on Twitter

    ESPN video hacks are like déjà vu all over again: A few months ago Digiday reported that ESPN was displaying false play buttons in the thumbnail image for static links it posted on Facebook. It appears that ESPN has since eliminated these images on Facebook. However, the sports giant still uses them on Twitter.

    Digidayin Social- 14 readers -
  • How traffic resellers trip third-party verification filters

    When it comes to ad fraud, everybody’s got a stake to protect. Verification vendors came into hot demand last year after social platforms made several measurement errors. But fraud researchers claim that bot traffic is still prevalent. Bots are systematically designed to bypass these verification filters, with some researchers suggesting that as much as 80 percent of bot tra ...

    Digidayin How To's- 17 readers -
  • Why server-to-server won’t displace header bidding

    It’s hard to make the wonkiest areas of ad tech sexy, so there is a tendency to trumpet the rise of server-side products as signaling a death knell of header bidding. On-page bidding will stick around for awhile. While more publishers continue to adopt server-to-server connections, few go all in. With server-side bidding in its infancy, publishers use a mixed model because the ...

    Digiday- 16 readers -
  • Blast from the past: Pop-unders are back in vogue for ads

    In the old days, pop-under ads were a scourge of the web. Now, since fraud fighters have improved their ability to detect bots, some sites are turning back to pop-unders to show ads to unsuspecting humans. By inserting separate browser windows behind what users are viewing, these websites display ads that are often unseen even though they are registered to a human user.

    Digiday- 14 readers -
  • Beyond revenue, publishers use header bidding to prioritize advertisers

    As it turns out, there’s more than one way to use header bidding. Header bidding gets a lot of publicity for its ability to increase revenue for publishers. But a less-heralded aspect of header bidding is that publishers use it to prioritize certain advertisers in the auction. Publishers said that doing so encourages marketers to work consistently with them and make big budget commitments.

    Digiday- 18 readers -
  • ‘So much of it is a con’: Confessions of a veteran ad tech developer

    Programmatic has been extolled for its efficiency, but for the latest in our anonymous Confessions series, we talked to a skeptical digital industry vet who has helped build and manage tech stacks. The source said publisher-reported impressions are misleading, industry groups are self-interested and the supply chain continues to be maligned by bad incentives.

    Digiday- 16 readers -
  • ‘We go straight to the publisher’: Buyers beware of SSPs arbitraging inventory

    A publishing executive, speaking under the condition of anonymity, recently told a story that has industrywide implications. Despite putting only 20,000 daily video impressions in the open market, this executive said, some advertising partners had purchased over 100,000 daily video impressions that they had believed belong to the publisher.

    Digiday- 20 readers -
  • ‘They buy into their own Kool-Aid’: Confessions of a fed-up ad tech exec

    The bewildering digital ad supply chain is said to benefit vendors, but for the latest in our anonymous Confessions series, we talked to an ad tech executive who views the complex chain as an elaborate lie. Here are the excerpts, edited for clarity. What irritates you the most in ad tech? Omission of how agencies and their ad tech vendors are taking media dollars off the tabl ...

    Digiday- 11 readers -