As the programmatic marketplace continues to expand, media buyers need to make sure they have tools in place to battle fraud, says Cheryl Stump, Director of Video at VivaKi Audience on Demand during an interview with Beet.TV from the BrightRoll Video Summit. “We see the correlation between brand lift and engagement when the player is viewable, and we look at other metrics too like player size to figure out completion rates and viewability,” she says, adding that VivaKi works with a range of vendors to monitor and combat fraud including comScore and Vindico.
Unfortunately, video fraud is alluring to some. “The bad guys out there understand the CPMs for fooling the system is higher in video than display so these guys are working hard to leverage technology to fool the system. We have some bad players that are passing through information that is inaccurate. We need third parties to audit this.”
Metrics on fraud and effectiveness can help ensure the quality in online video is on par with other mediums. “We can tap into the same kind of engagement TV gets, and we are excited to talk about quality so that both publishers and advertisers feel comfortable putting their money int this space,” she says.
Deals like the one Brightroll recently struck with Google will also help bring more accountability to programmatic advertising, she adds.