VivaKi Leans on Fraud Prevention Tools & Metrics as Programmatic Expands

By on 04/28/2014 4:12 PM @daisywhitney

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.

 

 

Recent Videos
image
Time Goes Big on Video: Readies Large Manhattan Studio Complex

FOR LAUDERDALE – Time Inc has made an “unequivocal commitment to video,” says J.R. McCabe, SVP for Video, in this interview with Beet.TV To that end, the company is readying multiple studios on “thousands of feet” of soundstage in lower Manhattan.  Time will move into the new ...

image
The Media Revolution is an “Industrial Revolution,” Ashley Swartz

FORT LAUDERDALE – The massive changes in the way that date is powering advertising is transformative, akin to a sort of “industrial revolution,” says Ashley J. Swartz, industry analyst and founder of Furious Corp, in this keynote presentation at the Beet.TV executive retreat this past ...

Andrew Feigenson, Nielsen
Nielsen To Measure Smart TV’s In 2015: Feigenson

FORT LAUDERDALE — The coming digitzation of TV may seem set to pave the way for measuring audiences in a digital manner used to internet media houses – but Nielsen is stating its case for a panel-based approach it seems set to launch later this year. “We’re dedicated to having a solution ...

image
Publishers Should Personalize For ‘The Web Of One’: Taboola CEO

FORT LAUDERDALE — Personalization of web editorial experiences has been talked about for years, with few publishers deciding to let their readers customize their own editions. BBC News last week launched its most personalizable app to date, but content recommendation service Taboola‘s CEO says ...

Screen Shot 2015-01-26 at 5.28.26 PM
Social News Distribution At NYT’s Forefront: Poorsattar

FORT LAUDERDALE — The New York Times wants to make a bigger deal out of getting its stories out to users of social networks. Last year’s leaked NYT Innovation Report flagged challenges with building audience using social, including insufficient use of Twitter by reporters and a Facebook account ...

image
Google’s 2015 Priority Is Securing Ads From Malware

FORT LAUDERDALE – The digital ad industry may be starting to get to grips with the problems of fraud and viewability, but next up is the creeping threat from nefarious code. “The big priority for us is switching everything over to Secure Sockets Layer (SSL),” Google’s head of media ...

image
“I am after remaking the premium TV marketplace,” Starcom MediaVest’s Tracey Scheppach

FORT LAUDERDALE  – Two decades in to the era of the TV set-top box, ad agencies are still not finding it easy to get access to good audience targeting data from viewers’ homes, says a marketing veteran. “There’s a lack of data,” says Tracey Scheppach, EVP, who leads innovation at ...

image
Think Beyond CTR For Video Measurement: Teads’ Daily

FORT LAUDERDALE — Video ad tech vendor Teads is getting ad buyers buzzing with its new take on video ad formats – letting specialist text publishers insert auto-playing video ads between their paragraphs. But how successful can this model be when readers can simply scroll past the video ads to ...

image
Xaxis Will Use More Private Marketplaces, Less RTB

FORT LAUDERDALE, Fl – Which way is the wind blowing in the “programmatic” ad space? Away from real-time bidding and toward private marketplaces, according to one leading light. The collection of techniques referred to as “programmatic” all essentially mean ...

image
Facebook to Surpass YouTube in Video Consumption: Unruly President Predicts

LAS VEGAS – “Social video” – videos which viewers opt in or opt out of watching – is expanding rapidly, says Richard Kosinski, president of Unruly. The company, which helps brands get their assets watched, tracked and shared across the internet, focuses especially on this category of ...

image
Tastemade Puts Brand Video On The Menu

LAS VEGAS – Tastemade, a food and travel publisher and community whose producers and users publish video reviews, has steadily built up over 350,000 video subscribers on its YouTube channel. Now it is hoping more brands will take an opportunity to leverage that audience. Programming head Oren Katzeff ...

David Schlanger, WebMD
WebMD’s Schlanger Writes An Original Video Prescription

LAS VEGAS — A just-announced new video series on health innovations presented by a TV news anchor will not be the only foray WebMD makes in to video this year. Earlier this month, the health publisher previewed “Future of Health with Robin Roberts”, a digital mini-series fronted by the ...

loader