Display Advertising: Ad Fraud

    • 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- 14 readers -
    • 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.

      Marketing Landin Display- 11 readers -
    • My advice to Google and Facebook on brand safety

      What do buzzwords and populism have to do with one other? Undoubtedly, you’ve heard the latest buzzword, “brand safety,” as major advertisers like Johnson & Johnson, AT&T, Verizon and hundreds of others have pulled their advertising from YouTube and Google Display Network because it was showing up next to hate-promoting videos.

      James Green/ Marketing Landin Social Display Google- 15 readers -
  • Zvelo complements its free bot detection with first page-level breakdown

    … In January, categorization and anti-malware firm Zvelo launched a free bot detection service for site publishers. This week, the Denver area-based firm announced a complementary service, which it says is the first to detect non-human traffic on a specific page, rather than at the site level. Called the Comprehensive Page-level Traffic (CPT…

    Marketing Landin Display- 14 readers -
  • Oracle adds ad verification to its data wheelhouse by acquiring Moat

    …), such as in their recent involvement as third-party verification for Facebook. IAS CEO Scott Knoll said that Moat’s new status as part of Oracle’s large marketing and data ecosystem “doesn’t change things at all.” He added that there isn’t another marketing/data platform that owns such a vendor. [Read the full article on MarTech Today.] About The Author Barry…

    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- 17 readers -
  • How to fight against online ad fraud (in 6 steps)

    … How do you fight ad misplacement and fraudulent advertising? First of all, it’s hard. No media buyer can guarantee complete brand safety, nor can they ensure that every single impression is from a real person rather than a bot. A percentage of any digital advertising spend, at least for the foreseeable future, will either be wasted on non-human…

    Marketing Landin Display How To's- 20 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. As online advertising is projected…

    Marketing Landin Display How To's- 22 readers -
  • From viewable to verified: Here comes the next phase of audience-based buying

    … viewability standards was initially met with fear. Reports about fraud and hidden pixels sparked some very uncomfortable conversations between advertisers, agencies and publishers — but they also led to the growth of a new facet of the industry and a market for companies like MOAT and Integral Ad Science. But knowing that an ad was viewed or clicked…

    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- 23 readers -
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