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…, they don’t have sales or ad ops teams to support such deals.) This makes participating in private marketplaces generally a safer option for marketers. One downside to private marketplaces, however, is that they limit scale, which is one of the main benefits of programmatic buying. If you run a retargeting campaign, for example, you want to find your…
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.
… to a tremendous amount of ad fraud, whether it’s non-human traffic or just low-cost human traffic that is arbitraged: CPM is what drives all of it. Since CPM incentivizes and rewards scale, many publishers pursue scale by any means necessary, including questionable traffic acquisition, which deteriorates the quality of the ad tech ecosystem…
… looking at the overall quality of their ad campaigns. It is the fundamental first step before trying to optimize for viewability or brand safety, because it essentially poisons everything else if left unchecked. With respect to sizing the impact of ad fraud, this excerpt from AdExchanger provides a guesstimate: The Association of National…