• Who Should Be Responsible For Stopping Programmatic Ad Fraud?

    …. • Suppliers, such as ad exchanges (or SSPs), vetting all publishers on their platforms. • Ad-buying platforms (DSPs) proactively monitoring and blocking low-quality inventory. • Marketers utilizing their own tools as a last line of defense. Unfortunately, we don’t live in a perfect world, and not all participants are carrying their respective load…

    Ratko Vidakovic/ Marketing Landin Display- 27 readers -
  • Why Programmatic Advertising Fraud Exists

    … 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…

    Ratko Vidakovic/ Marketing Landin Display- 22 readers -
  • The Many Faces Of Programmatic Ad Fraud

    … and the various ways it takes shape. Defining Fraud It’s surprising how much disagreement and confusion there is around defining ad fraud. One of the biggest mistakes I see is the blanket definition of ad fraud as non-human (i.e., bot) traffic. While that is certainly a characteristic of some forms of ad fraud, to make it a criterion for defining fraud…

    Ratko Vidakovic/ Marketing Landin Display- 26 readers -