EMEA > Content verification

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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27 January 2014 in ExchangeWire EMEA 0 Comments

Lifting The Lid On The Pandora’s Box Of Brand Safety

PandoraBoxEven with some unscrupulous publishers, negligent networks and careless agencies, brands can have as much safety as they are willing to pay for, writes Dan de Sybel, director of technology and operations, Infectious Media.

The drive towards more transparency in online advertising has revealed an ugly truth. There is a lot of bad quality inventory out there and many big name advertisers are appearing on it. How have we come to this, why is it so prevalent and why does it feel like so little is being done about it?

Getting an ad placement up on a new website is often as easy as signing up to an exchange or network, downloading a tag and placing it on your site. Some exchanges/networks will vet the site first and classify the content, but others do not. Even for those that do, there is nothing stopping an unscrupulous website owner from changing the content post vetting or simply putting the vetted ad placement tag on a completely different site.

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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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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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16 December 2013 in ExchangeWire EMEA 0 Comments

'The ad industry will see a massive acceleration towards programmatic buying in 2014', Alex Kuhnel, PulsePoint, MD Europe

Alex Kuhnel, MD PulsePointThe ad industry will see a massive acceleration towards programmatic buying and content marketing in 2014. Alex Kuhnel, PulsePoint, MD Europe, gives ExchangeWire a peek into what he thinks we can expect to see unfold in 2014.

Programmatic in the ad tech industry has become a bit like Big Data and mobile – everyone knows they should be adopting, but no one quite knows how to do it.

This year has certainly seen the rise of RTB (real-time bidding), and with consolidation in the sector set to follow, the likes of Omnicom, Publicis to Xaxis and 24/7 Media will be looking to scratch that programmatic itch. That said, while programmatic might take centre stage in 2014, we can also expect to see content marketing become more important as more global brands move towards publisher content models and technology becomes a real enabler to helping them directly engage with and reach their desired audiences.

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28 May 2013 in ExchangeWire EMEA 1 Comment

'How much Longer Can Ad Spend Go On Supporting Criminality?', by Duncan Trigg, CEO, Project Sunblock

Duncan (584x640)The internet is awash with websites containing all sorts of illegal content. From movies to software, there are any number of sites giving away premium content for free. Content which costs millions to produce is simply given away. Do not confuse the people running these sites as some kind of modern day Robin Hood, however. This is not an act of kindness, no, they are in it for the profit. What most people do not realise is that they make money from the advertising they host on their sites. Incredible as it is to think, but big brands and corporations are indirectly funding criminality on a daily basis and are, for the most part, largely unaware of it.

“How can this go on?”, I hear you ask. Well, the fact is many online advertising campaigns still lack a resolute system for ad placement within content online. The reasons for this are quite simple. Marketing directors are concerned about their adverts getting the impressions and click-throughs they need to justify the spend on the campaign. For the advertising agency, they need to deliver the results for their clients. It all means there is a tremendous pressure to deliver cold, hard bottom line numbers. It’s not by any means necessary, but up until now the question of where those numbers have been coming from has been fudged.

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