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Why it’s important to combat MFAs Combating MFA sites is important because they take advantage of digital ads for profit while offering little value to users. The creators of these sites gain by generating high volumes of cheap, low-quality traffic that meets surface-level metrics, such as viewability, but lacks genuine user engagement.
goes toward fees to ad-tech intermediaries. goes to low-quality media, including invalid traffic (IVT) and made-for-advertising (MFA), non-viewable and non-measurable inventory. While most supply-side platforms (SSPs) took less than 5% of the ad spend, one SSP in the study took close to 45 percent of media spend.
When the Association of National Advertisers (ANA) confirmed PricewaterhouseCoopers (PwC) as the lead agency in its planned adtech transparency study in December last year, those involved hoped to publish the results this week at the ANA’s flagship Masters of Marketing conference. Key Findings of 2020 study.
Adtech insiders hoped an industry audit would finally help deliver the promised efficiencies of programmatic advertising, not just deliver liquidity for financiers, and make advertising more valuable for consumers. whether it’s a fraud-free, brand-safe, viewable impression. For the 2020 study, ISBA and PwC U.K.
The study, as Marketing Brew reported, found that advertisers spent an eye-bulging $115 million between January 2020 and May 2022 on something ad execs call “made-for-advertising” (MFA) inventory — sites that exist for the sole purpose of aggressively monetizing traffic so they don’t have to worry about the cost of acquiring it in the first place.
It’s safe to say that Justin Wohl is a major adtech luminary who has seen many industry changes over his 12-year career. . How Cookies Stole AdTech. Publishers spent their time evaluating inventory quality, focusing on their website’s speed, keeping up with click-through rates, and advancing adviewability. .
The post was originally posted on the 7th of October 2020 The digital environment is the largest segment of the advertising market. In the Internet world, we can increasingly come across the concept of ad fraud. And while 100% viewability isn’t feasible, yours should be around 40-60%.
Whoever ends up taking Netflix’s hand in adtech marriage may well be rewarded with a substantial dowry. The Interactive Advertising Bureau (IAB) US released its Intrinsic In-Game (IIG) Measurement Guidelines to address adviewability, inactivity and fraud for ads that form a seamless part of the gameplay environment.
To provide the highest possible level of campaign security across media channels for our clients and help ensure every ad impression we serve is validated and delivered on high-quality, fraud-free inventory sources, Digital Remedy collaborates with Oracle Moat.
To provide the highest possible level of campaign security across media channels for our clients and help ensure every ad impression we serve is validated and delivered on high-quality, fraud-free inventory sources, Digital Remedy collaborates with Oracle Moat.
since 2020 with another attention firm, Adelaide, including a separate bespoke solution. market using Adelaide, and the Lumen data from the rest of world into one singular, global attention database,” he added. Those metrics make you buy lots of little tiny little crappy ads.
Brian Murphy has been in the digital ad-tech industry since the 1990s, working at various companies, including DoubleClick, Yahoo! In 2020 he joined OpenX as Senior Vice President, Buyer Development, getting involved in the adtech company’s path to net zero. So adtech has some catching up to do.
By all accounts, the programmatic form of buying media has benefited from recessions in the past — the 2008 recession pretty much jumpstarted the industry, and the 2020 COVID-induced recession led to another surge in programmatic buying. These questions will root out wasted dollars around data, visibility, brand safety and viewability.
From our perspective, however, the initial decline in ad requests is made up for with the subsequent improvement in quality indicators such as Viewability, and this extends to rPM and eCPM. With higher Viewability, we have an additional chance to increase the scale of the shares, e.g. in PMP. Lazy loading and Core Web Vitals.
This covers video-tracked ads, impressions and related viewability metrics (including general invalid traffic detection) on CTV. IAS is honoured to be the first company to have attained this accreditation for CTV viewability.” The tech giant bought Giphy in 2020 for $315 million.
2) The In-Game Opportunity As of spring 2020, gaming became one of the preferred activities when Covid 19 lockdowns started across the globe. billion global gamers expected to be in play by the end of 2020. Many gaming companies witnessed a boom in user engagement and ad spend. Billion with an audience of 2.7
If you’re going to try to monetize that [cookieless] inventory, it’s got to be viewable. Because low viewability plus no user-agent is almost borderline unmonetizable.”. Read more about the changes to the adtech market here. Yet we see half the yield.”. “If It’s not actually helpful that Google is delaying it.
Over the past year, Azerion has also integrated Oracle Moat Analytics for viewability and Oracle Contextual Intelligence for brand safety, combining to help media agencies accurately measure attention, protect ad spend and minimise the risk of fraud. Criteo’s Complaint Forces Meta to Reopen Access for AdTech.
The post was originally posted on the 7th of October 2020 The digital environment is the largest segment of the advertising market. In the Internet world, we can increasingly come across the concept of ad fraud. And while 100% viewability isn’t feasible, yours should be around 40-60%.
DoubleVerify Introduces CTV Viewability Verification DoubleVerify (DV) has unveiled a viewability verification tool for CTV. To be counted as Authentic, an ad must be fully viewed, by a real person, in a brand safe and suitable environment, within the intended geography, according to the company. Read more on VideoWeek.
The Week in Tech French Competition Authority Investigates Apple’s Use of Data for Advertising France’s competition watchdog, l’Autorité de la Concurrence, has launched an investigation into Apple’s use of data for advertising purposes.
The Week in Tech Azerion Acquires Hawk Azerion, a gaming monetisation platform, has acquired Hawk, a digital adtech firm. It becomes the latest in a string of adtech acquisitions by Azerion, which has bought Vlyby, Hybrid Theory and Sublime over the past two years. billion in revenues.
If the adtech ecosystem was not complex enough, with privacy and alternative IDs added to the mix, publishers are racking their brains to understand what ID solution is right for them. Verizon Media launched ConnectID in December 2020. Deep dives into the IDs. It later changed the name to Verizon Media Group.
The Week in Tech. Netflix Picks Microsoft to Build its Ads Product… Netflix this week announced that it has chosen Microsoft, owner of programmatic adtech business Xandr, to build its advertising product as it prepares to launch an ad-supported tier. Within this linear TV is set to grow by 2.0
According to the lawsuit, Disney’s top executives have “repeatedly misled investors” about the extent of the streaming service’s losses since December 2020. Innovid Names Sarah Ripmaster SVP Strategic Accounts Innovid, a CTV adtech business, has appointed Sarah Ripmaster as SVP Strategic Accounts.
TargetVideo provides video production and marketing services, adding Brid.TV’s video player, content management system and adtech stack to its offering. Overall ad revenues were down year-over-year in the first half of the year, but chief digital officer Julia Beizer expects ad revenues to be up in H2.
billion in 2020. Automated buying and selling of ads seem incredibly lucrative during crisis times, as it can effectively help launch ad campaigns reasonably quickly, with minimal costs and workforce, great targeting options and scaling abilities, higher ROI, and cross-device campaign possibilities. to reach $14.2
There was much to learn from many credible and seasoned adtech professionals, advertisers, and publishers. Here are three findings about cross-platform TV measurement from publishers actively growing their adtech businesses in those areas. Key Measurement Takeaways of WBD’s adtech business : .
Meta said the system is currently in “early testing” DoubleVerify to Measure LinkedIn Video Ads DoubleVerify, a measurement and verification firm, is expanding its media quality measurement to video ads on LinkedIn. The news follows last week’s announcement that DV would measure Spotify video ads.
Ads will average 4 to 5 minutes per hour, either 15 or 30 seconds in length, and will play before and during shows and films. Netflix has partnered with DoubleVerify and Integral Ad Science to verify viewability and traffic validity starting in Q1 2023. ” Google Could Face €1 Billion EU AdTech Antitrust Fine Next Year.
” IAS Launches Attention Tool for Social and Programmatic Integral Ad Science ( IAS ), an adtech business focused on ad measurement and verification, has released an attention optimisation product in beta. million for failure to properly inform customers about the use of their personal data between 2018 and 2020.
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