Display Advertising: Ad Fraud

  • At IAB Programmatic Symposium, digital advertising looks to grow up

    … “Like Tom Hanks [in the movie ‘Big,’], we have to grow up.” That’s how Michael Barrett, president and CEO of ad tech firm Rubicon Project, described the central task of digital advertising in his keynote address last week at the Interactive Advertising Bureau’s (IAB) Programmatic Symposium in New York City. About 80 percent of all online…

    Marketing Landin Display- 14 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 Land- 17 readers -
  • Zvelo complements its free bot detection with first page-level breakdown

    …) dataset and priced at a monthly fee based in part on usage, it looks at each ad impression and determines how much traffic is non-human (e.g., bots) or low-quality (e.g., human-powered click farms). [Read the full article on MarTech Today.] About The Author Barry Levine covers marketing technology for Third Door Media. Previously, he covered…

    Marketing Landin Display- 18 readers -
  • My advice to Google and Facebook on brand safety

    … of the thousands of other digital media companies, it’s incumbent upon you to ensure the sanctity of your product and relationship with your customers. The need for transparency In my last article, A digital marketing CEO’s prescription to cure advertising fraud, I laid out a recipe for the marketing industry to combat ad fraud. With the rise…

    James Green/ Marketing Landin Social Display Google- 17 readers -
  • Oracle adds ad verification to its data wheelhouse by acquiring Moat

    … Oracle has taken another step to enlarge its data capabilities, announcing Tuesday that it has agreed to buy ad verification firm Moat. Moat specializes in viewability, brand safety and detecting non-human traffic. Oracle said it will remain independent, providing analytics to brands like Nestlé and to publishers like NBCUniversal and ESPN…

    Marketing Landin Display- 17 readers -
  • 4 lessons from a decade of ad tech disruption

    … and understand its outcomes. Today’s advertisers operate with a keener eye toward the details, second-guessing their claims and results, no longer taking anything for granted. These general lessons from ad tech are applicable across the full marketing stack, especially as the lines between ad tech and martech begin to blur. [Read the full article on MarTech…

    Marketing Landin Display- 18 readers -
  • A digital marketing CEO’s prescription to cure advertising fraud

    … advertising effectiveness. They’re fed up with ad fraud and waste in the supply chain — and so am I. A wake-up call was issued by Procter & Gamble’s chief brand officer in late January at the Interactive Advertising Bureau’s Annual Leadership meeting. Marc Pritchard, marketing leader of the world’s biggest advertiser, lambasted the digital ad industry…

    James Green/ Marketing Landin Display- 27 readers -
  • How to fight against online ad fraud (in 6 steps)

    …-establish trust in digital — something that’s profoundly lacking, as Procter & Gamble’s Marc Pritchard highlighted in his speech at the Internet Advertising Bureau’s annual leadership meeting earlier this year. We can’t let digital suffer anywhere near the estimated $7.2 billion figure lost to ad fraud in 2016, nor can we let fake news sites…

    Marketing Landin Display How To's- 26 readers -
  • How bots ruin on-site experiences for real humans

    From the rugged alleys of Sweetwater to Facebook feeds filled with fake news, the impact of bots has never been greater. With bots now accounting for a majority of online traffic, they have moved on from just giving marketers headaches to destabilizing digital economies and perhaps even electing presidents.

    Marketing Land- 22 readers -
  • From viewable to verified: Here comes the next phase of audience-based buying

    … on by a human is just the first step in legitimizing the business of audience-based buying and eliminating waste. What’s next is having independent, third-party validation of the audience each campaign was supposed to reach, as well as the dataset behind the targeting. [Read the full article on MarTech Today.] Some opinions expressed in this article…

    Marketing Landin Display- 16 readers -
  • Methbot: The beginning of the end for digital ad fraud

    … The latest ad fraud scandal to hit the digital advertising world has been exposed, and its name is Methbot. 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…

    Marketing Landin Display- 24 readers -
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