EMEA > Ad Verification

Posted 3 days ago in ExchangeWire EMEA 1 Comment

IAB Issues Viewability Standards

iab-logoUK trade bodies representing advertisers, publishers and the ad tech sector have laid down guidelines on viewable ad impressions in a move designed to introduce viewability as a media trading standard for the first time.

The IAB has this morning (15 April) published standards stating that 50% of pixels must be in the viewable portion of an internet browser for a minimum of one continuous second to qualify as a viewable display impression for a standard display ad.
Read in full →

Posted 4 days ago in ExchangeWire EMEA 0 Comments

Click Fraud And How To Detect It

clickfraudThe issue of click fraud is endemic in the online advertising business, with estimates over the scale of the problem varying wildly, with some parties claiming that up to 50% of all billed-for ads are generated by non-human traffic.

Last week, this publication spoke with IPONWEB’s Thomas Servatius who explained the market dynamics that permit click fraud to continue at its current levels. This week, ExchangeWire speaks to experts in the field to gain further insight on just how the fraudsters operate, and possible methods to combat them.
Read in full →


10 April 2014 in ExchangeWire EMEA 3 Comments

How Much Of A Problem Is Click Fraud In Programmatic?

Bot-2Thomas Servatius, IPONWEB, head of client services, share with ExchangeWire readers some insights on just how big of a problem click fraud is in ad tech, and some of the reasons why it remains, despite everyone being aware of it.

How big an issue is click fraud in the ad tech sector?

Click fraud is one of the big three challenges facing the industry, the other two are attribution and optimisation. Advertisers should be put in control of attribution; such as who gets credit for conversion optimisation, and look at the different models available, this needs to be addressed.

The other is optimisation; we’re still far away from genuine automation because the optimisation engines are usually only built to optimise towards one goal. But if you look at what advertisers really want, it’s multiple goals such as plenty of clicks, and being placed on premium sites, while maximising conversions.
Read in full →

8 April 2014 in ExchangeWire EMEA 0 Comments

Despatch From Germany: 'Clean Up Your Act!’

germanyAs the initial phase of this year’s Ad Trader conference closes, it appears the message is loud and clear, but as we all know; the problem still persists.

This year’s Ad Trader Conference, hosted in Berlin, is entering its second half, where the leading luminaries of the digital media industry in Germany gather to discuss accelerating the nascent programmatic media trading sector here. And the message from the stage was clear: ‘Clean up your act!’
Read in full →

19 March 2014 in ExchangeWire EMEA 3 Comments

Why Machines Can’t Totally Replace Humanity

Matt AdamsMatt Adams, DigitasLBi, deputy head of media, UK, employs a recent example of airline ads appearing next to stories about the missing Malaysian aircraft to explain that while technology and data may drive efficiency and sophisticated targeting, human sensitivity remains essential.

Fifteen years ago I was a junior exec in the marketing department at Harrods. I remember the colour draining from my face when, flicking through the daily newspapers to check some ads had gone out to print, I noticed our back-to-school uniform ad appearing next to a story on a national tragedy involving the death of many school children. Needless to say the wrath that ensued was not pleasant, and fortunately it’s not one I’ve encountered again to this day.
Read in full →

18 March 2014 in ExchangeWire EMEA 1 Comment

Taking Aim At Cyber Scammers To Ensure Traffic Quality

CameranHarmanCameran Harman, OpenX, managing director, EMEA, explains that while the programmatic industry as a whole is generally in rude health, it is one besieged by nefarious parties, and how combatting fraud is everyone in the industry’s job.

An Industry Under Siege

Digital advertising is all about scale and confidence. The greater number consumers advertisers can reach, the more opportunities they have to grow their business. Publishers want scale too, because the more readers they can claim, the higher the CPMs they can charge.

Read in full →

17 March 2014 in ExchangeWire EMEA 0 Comments

Viewability Comes Into Focus

ViewabilityShoring up ad viewability standards will be one of the key battlegrounds for the programmatic sector as the advertising industry enters the second quarter, with the Media Ratings Council (MRC) issuing its backing to several ad tech vendors in recent weeks, as advertisers demand more transparency.

The digital media industry – and especially the programmatic sector – has made its name by promising advertisers increased efficiency. But as previously discussed here on ExchangeWire, the industry is at risk of being exposed to its own flaws, namely with campaign performance reporting mainly being built on fraud.
Read in full →

20 February 2014 in ExchangeWire EMEA 1 Comment

Engineering The Mobile Revolution

MobileAdvertisingWith Facebook’s purchase of mobile messaging service WhatsApp for a colossal $19bn announced this week, it’s clear that mobile is crucial to any ad-funded business.

However, as the digital economy enters the ‘post-PC era’ in full thrust, ad spend on the medium continues to lag consumer behaviour, despite this unprecedented shift in media consumption.

ExchangeWire speaks with programmatic players in the sector to uncover key issues it must address to win over its fair share of media budgets.
Read in full →

19 February 2014 in ExchangeWire EMEA 0 Comments

Who or what is watching your ads?

ad-viewability-300x161 (1)Irfon Watkins, CEO of online video firm Coull, discusses how integrating contextual adverts within premium publisher video content can safeguard against ‘bot traffic’ and ‘click fraud’ – issues that are rife in the digital advertising industry.

YouTube announced recently that it has started to audit the number of views a video on its site has received. The move is intended to prevent users from artificially inflating view counts, which misleads both viewers and advertisers about the popularity of a video. It comes amid concerns that some content creators are using tools like redirects or ‘buying’ views to improve their count.
Read in full →

30 January 2014 in ExchangeWire EMEA 0 Comments

Consortium To Combat Click Fraud Mooted

Bot-2Informal talks to establish a consortium of ad tech companies that would help establish an ‘industry standard’ way of measuring legitimate web traffic are understood to be taking place, as ‘click fraud’ continues to dog some of the industry’s biggest names.

Issues surrounding web traffic not generated by human beings – or ‘bot traffic’ – are generally deemed to be endemic in the adtech sector, with a recent report published by web security firm Incapsula indicating that as much as 61.5% of all web traffic is not generated by humans.
Read in full →

linode.com