In this week’s TraderTalkTV, Andrew Buckman, MD EMEA, OpenX discusses marketplace quality.
In this episode, Buckman explains:
- How OpenX stay one step ahead of the fraudsters by mixing human expertise and technology
- The circular nature of improving marketplace quality; improving traffic quality increases buyer engagement; which in turn improves ad quality
- The "big data" behind marketplace quality
- Preventing fraudulent impressions from entering open exchanges
OpenX have partnered with ExchangeWire Research to produce a research report focussing on marketplace quality.
The inaugural report from ExchangeWire Research reveals that the vast majority (95%) of marketers see programmatic as good value, almost as many (94%) see marketplace quality as a serious issue – one that is potentially holding back ad spend. Although only a third (35%) of marketers see programmatic as riskier than other channels due to poor traffic quality, 84% believe there would be a significant increase in programmatic investment if marketplace quality was no longer an issue.