Sebastian Gray (pictured below), co-founder and SVP at Dugout speaks exclusively to ExchangeWire about brand suitability, video advertising, and customer data protection. How can brand suitability best complement brand safety when displaying video content? Ideally, these two concepts should be the perfect team. Brand suitability positively targets advertising towards the most appropriate video placements and brand safety negatively targets away from potentially harmful associations. But the effectiveness of this partnership depends on all players in the digital advertising process laying the right [...]

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In today’s ExchangeWire news digest: COVID-19’s impact on the economy sees revenue guarantees to advertisers fall; Google has made clear that it won’t postpone killing off third-party cookies; and ANA announces a new Coronavirus Coalition to help marketers deal with the ongoing crisis. COVID-19 sees publisher revenue guarantees falter Third-party revenue generating platforms for ad publishers have begun altering their payment processes. Altice-owned Teads and ad tech company GumGum Inc have sought changes to their payment arrangements with clients, with Teads invoking [...]

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In this article written exclusively for ExchangeWire, Matt McLaughlin (pictured below), COO of DoubleVerify, responds to concerns over the firm’s use of “clouds” in the aim of maintaining brand safety and negating advertising fraud. At DoubleVerify, a key component of our service is blocking. The blocking function executes just before an ad is rendered on a device, after the ad has already been effectively purchased. This typically occurs when the brand has won a programmatic auction or, on direct buys, when [...]

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In his latest article penned for ExchangeWire, Independent Ad Fraud Researcher Dr. Augustine Fou (pictured below) discusses the risk publishers face by allowing third-party vendors to serve ads into slots on their sites. Would you let someone stick their germ-ridden, muddy fingers in your cookie dough, right before you eat it? Ew, of course not. But that is exactly what publishers are allowing to be done to them by allowing ads from programmatic sources to be served into ad slots on [...]

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The dominance of Facebook & Google is well documented and is in part due to their ability to use a single user ID. The 20% do not experience the benefit of this and instead have to rely on an inconsistent mess of mismatched cookie data. Dave Castell (pictured below), general manager EMEA – inventory & partnerships, The Trade Desk, explores the problem caused by low ID match rates and the feasibility of using unified solutions to solve this issue. The problem [...]

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Every year is a big year for the digital ad industry, but 2019 really is gearing up to be a particularly significant year with, as ever, a healthy dose of the new. However, it’s been the recent upgrading of two very well-established technical standards really generating some genuine excitement amongst digital ad product specialists, writes Jonas Jaanimagi (pictured below), technology lead, IAB Australia, in this piece exclusively for ExchangeWire. The first is the OpenRTB protocols, which underpin programmatic operationally and were [...]

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In his latest exclusive piece for ExchangeWire, Dr Augustine Fou, ad fraud and cybersecurity researcher, explains why ad fraud hasn’t been solved yet. And it’s down to every industry stakeholder. Ad fraud is solved. Or so claims a trade body that tweeted it has “a monumental breakthrough on a method that can cut online fraud by more than 83%” (2017) and they can “reduce fraud by more than 94%” (2019). Another trade body thinks that fraud in mobile is “virtually non-existent”. [...]

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ExchangeWire have invited hundreds of thought leaders to share their thoughts on what next year will hold, across a range of topics. Will 2019 be the year the digital advertising industry wins the war against fraud? Or will fraud manifest itself in new, more sophisticated ways, across new forms of digital media? Experts share their thoughts. Extend the definition of ad fraud “Late 2018 saw the first batch of ad fraud-related arrests in the U.S.; and in 2019, we hope to see this enforcement [...]

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This week’s news roundup features S4M, a leading mobile programmatic platform which showcased the latest version of FUSIO by S4M, its drive-to-store technology.  The platform enables marketers to have complete access to a handful of exciting new features that bridge online campaign investments with real-world results, such as incremental visits to stores with features including geolocation, measuring effectiveness and the fragmentation of the advertising campaign process. “With the new version of FUSIO by S4M, we are responding to a real need on the [...]

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ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: UK Q1 2018 Ad Spend Beats Forecast; Partnership Between FreeWheel & Integral Ad Science; New Footfall Tracking Capabilities by mediasmart; Cedato Introduces Contextual Lookalike Targeting; and Tapjoy & Winclap Partner. UK Q1 2018 Ad Spend Beats Forecast The first quarter of 2018 has been the strongest first quarter, in terms of ad spend in the UK, for three years. According to the latest Advertising Association/WARC [...]

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