EMEA > Ad Visibility

Posted 20 hours 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.
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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!’
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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.

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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.
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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.
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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.
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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.
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23 January 2014 in ExchangeWire EMEA 1 Comment

Advertisers And Publishers Eye Greater Consistency In Ad Viewability Measurement

ad-viewability-300x161 (1)Discrepancies around ad viewabilty promises to be one of the key hurdles for the ad tech industry to clear, as trade bodies representing advertisers and premium publishers have identified it as one of the key issues to address in 2014.

ExchangeWire has learnt that unprecedented levels of cooperation between the Association of Online Publishers (AOP), the Institute of Practitioners in Advertisers (IPA) and Internet Advertising Bureau (IAB) are taking place to implement standards around measuring ad viewabilty, with a longer term goal of establishing trading standards.

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13 January 2014 in ExchangeWire EMEA 1 Comment

MoneySuperMarket Invests In Viewability Tech Over 'Opaque' Trading Desks

msm-logo-2013MoneySuperMarket aims to increase the efficiency of its online media spend by cutting a deal with ad viewability firm Meetrics, as it continues to diversify its multi-million pound digital marketing strategy.

The price comparison site today (13 January, 2014) announced it has appointed Germany-based Meetrics to address concerns over the number of online ads being served to digital screens, but never actually seen by a user.

Meetrics, which claims that up to 30% of online ads are never actually seen by an audience, will help improve the viewability of MoneySuperMarket’s ads bought via programmatic trading channels, using its online dashboard.

The ad tech firm’s Ad Attention Monitor service provides advertisers with data on whether or not their ad is visible, how long it’s seen for, and the number of clickthroughs it has generated. It also claims to be able to identify unintentional clicks on brands’ online ad units.

A release announcing the partnership claims an earlier test phase campaign saw MoneySuperMarket achieve a 37% increase in ROI through its online advertising by focusing on sites with high ad visibility

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20 December 2013 in ExchangeWire EMEA 1 Comment

'Increased scrutiny designed to yield trust (and bigger budgets)'

IPA.BrandSafetyEarlier this week UK trade bodies representing brands, advertisers and the ad tech communities agreed a set of guidelines aimed at providing greater transparency in the online ad trading sector, bringing a near three-year deadlock to an end.

The newly formed DTSG (Digital Trading Standards Group) consists of JICWEBS (the UK’s Joint Industry Committee for Web Standards) which itself represents four trade bodies representing each part of the online display ad market.

These trade bodies are: the AOP (Association of Online Publishers), ISBA (the self-styled ‘voice of British advertisers’, or brands), the IPA (Institute of Practitioners in Advertising, and IAB (Internet Advertising Bureau).

The DTSG has now published a set of guidelines aimed at minimising the risk of display advertising misplacement, including the use of CV (content verification) tools to ensure ads are served in appropriate schedules.

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