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Recently, I wrote an article about the scale of ad fraud.
In it, I mentioned a press release I had received from engage:BDR about their new VP of Inventory Quality.
I decided to catch up with their CEO, Ted Dhanik, to discuss the state of the industry.
Over the last couple of years, viewability has been a key rallying point for advertisers looking to get more value from their programmatic spend.
The IAB announced a standard of 70% viewability, but some advertisers say anything under 100% is not acceptable.
Is there a disconnect between what marketers say and what they do? When it comes to the viewability of their digital ads, it appears the answer may be yes.
The lowly banner ad is under attack and just about everybody agrees: banner ads are the past but not the future of advertising. But is everybody wrong?
But the United States Federal Trade Commission (FTC) has concerns, and markets and publishers could soon find themselves at risk if they aren't careful.
Concern over ad viewability is growing and a new feature in the Google Chrome browser is only likely to increase those concerns.
Despite the significant innovations that have taken place in online ads in the past several years, advertisers still largely rely on metrics like CPM and CPC to quantify their digital ad spend.
To a large extent, the use of these metrics makes sense. They are simple and for many channels, are reasonably meaningful. But that doesn't mean that there's no room for innovation.
Advertisers have embraced video ads and many are pouring more and more of their digital budgets into them, but it turns out that they suffer from the same viewability problem that has plagued their display ad cousins.
Major publishers and online media companies are all vying for a piece of the rapidly expanding online video advertising spend pie.
In advance of next week's NewFronts, Yahoo has unveiled a new native video ad format.
The biggest misunderstanding about programmatic advertising is it’s a way to buy ads at a lower price, when it’s really about using data to determine the value of ads and pay accordingly.
Recently there have been a number of large brands shifting digital budgets to programmatic advertising.
Spending on digital video in Europe has increased by 42% over the past year, with agencies shifting budget from other digital channels to support their video activity.
The survey, conducted by Adap.tv among 175 ad buyers and publishers, found that 48% of agencies have shifted adspend from display, 33% from print, and 10% from search.
However there were still concerns around the ability to properly measure how many people are exposed to video ads online.
Ad viewability emerged as the top concern for more than two-thirds (67%) of European agencies, while ad verification and ad fraud were cited by 57%.
These concerns are fuelled by the fact that the industry is still struggling to come up with an accepted standard for video viewability measurement.
We are all exposed to display and video advertising and we all have a view on its efficacy.
In this post I’m going to take a beginner's look at measurement in display and video advertising and ask if advertisers are finally getting a good (read ‘transparent’) deal.
How is improved measurement across display advertising changing the nature of the web? Will it start to feel lighter on ads as advertisers demand their ads are not just served but viewed by a human being?
What are the standards for viewability and if the networks are adopting them, is this the death of the impression?