Advertisers Will Demand More Transparency: Zenith US CEO

Advertisers don’t just want cheaper ad rates – they will increasingly search for more insight in to how their spend is really working, predicts one ad agency exec. “Client transparency is certainly going to be a big hot topic,” according to Zenith US CEO Dave Penski. “Are they getting what they’ve been promised? “Driving down […]

 
 

Mobile Stream Simplifies Fragmented Formats: Maxus’ Egan

The emergence of stream-based content units popularized by mobile apps like Twitter and Facebook promises to simplify a confusing mobile advertising space, says an ad agency exec. “We’ve had an explosion of formats,” says Maxus’ north America chief strategy office Mark Egan We’re seeing a lot of this roll in to a common unit which […]

 
 

The Advertising Channel Is Dead: ZenithOptimedia’s Shoreland

There are no longer any advertising “channels”, just technology, says a Publicis division exec. “We should no longer think in ‘channels’ anymore – we think in connectivity and user experience,” according to ZenithOptimedia north America corporate development EVP James Shoreland. Shoreland is working on breaking down silos between technology, data, brands and content: “This is […]

 
 

Price Pressure on Video Ads Fuels Viewability and Fraud Problems, TubeMogul’s Wilson

Does the adage “you get what you pay for” ring true when it comes to online video advertising? Although advertisers are often keen to drive down the prices they pay in a world now threatened by fake views, TubeMogul CEO Brett Wilson warns that logic could be detrimental. “We get a lot of information requests […]

 
 

Platforms Should Shoulder Ad Fraud Burden: TubeMogul CEO

Who’s to blame for the rising problem of online ad fraud? Ad tech vendors aren’t the frauds themselves – but they should accept responsibility for keeping customers happy, says one platform boss. “We take the burden,” says says Brett Wilson, CEO of video ad tech vendor TubeMogul. “Anything you buy that isn’t what you think […]

 
 

Simulmedia Making Its TV Upfronts Debut

Dave Morgan says  Simulmedia, is taking an important step by participating in upcoming US TV ad-buying upfronts for the first time. “It’s been something we’ve watched from the sidelines as a spectator,” Morgan tells Beet.TV. “For the first time, we have positions on both the sell side and the buy side.” Simulmedia brings an avalanche of […]

 
 

Online Media Measurement: It’s Not Like Betamax Vs VHS

Over the last couple of years, media measurement’s big titans have both rolled out new ways to quantify online video consumption for advertisers – Nielsen’s Online Campaign Ratings (OCR) and comScore’s Validated Campaign Essentials (VCE). Who will win? That’s the wrong question to ask, says an exec from the comScore side. “The market has come to believe […]

 
 

Buyers And Sellers Will Need Multiple Verifiers: ZenithOptimedia’s Singer

As a gamut of third-party vendors rises up to qualify the true consumption of ad inventory for buyers and publishers, if you thought one would emerge as a victorious standard – think again. “I can’t just rely on a publisher or a verification vendor – it has to be a blended approach in order to […]

 
 

IAB’s Mane On Fraud: Keep Calm And Carry On

“Don’t panic!” That is Internet Advertising Bureau US‘ research, analytics and measurement SVP Sherrill Mane‘s advice to an advertising industry growing alarmed by the rise of apparent fraudulent viewing of their ad buys. “The distinction between (‘fraud’ and ‘viewability’ is not being made correctly,” Mane tells Beet.TV. “The danger to the reputation of the industry […]

 
 

Google Rallies Fight Against Bots In Ad Fraud ‘Arms Race’

Recent revelations that many online ad impressions – perhaps 40% – are prompted by internet bots defrauding ad buyers has spooked the industry. Now Google  wants to go to war with the bots. “The surge of non-human traffic … is really taking the entire industry by storm,” Americas media platform sales head Jay VanDerzee tells Beet.TV. “This, […]

 
 

Measuring Ads By Sales Is Some Way Off: DigitasLBi’s Shlachter

Advertisers won’t get to correlate ad spending with actual business outcomes until they give intermediaries real-time sales data, says one major-agency ad exec. Asked if advertising measurements like CPMs should be replaced by client-oriented metrics like actual sales, DigitasLBi media activation head Adam Shlachter agreed: “What we should be focusing on is the outcomes we want […]

 
 

Mobile Video Strong Despite Fraud Fears: Innovid’s Chalozin

Unscrupulous publishers are causing advertisers sleepless nights by automatically playing video ads despite being out of human view, “below the fold” of web browser windows. So could mobile provide safe sanctuary? “The nice thing about the walled garden of iOS, and sometimes android as well, is that you cannot really run things ‘below the fold’,” […]

 
 

VivaKi’s Stump: ‘Fraud’ Fears Are Real But May Be Over-Stated

The realization, by advertisers, that many of the views they buy in video are faked by nefarious bots is serious – but not necessarily as serious as The Wall Street Journal recently suggested, according to one ad agency exec. “It was a little sensational,” VivaKi Audience On Demand video director Cheryl Stump says of the […]

 
 

Bot Or Not? Fraudsters Keep Advertisers On Their Toes, Integral’s Knoll Says

Nefarious publishers that defraud advertisers by using code to artificially play video ads are responding to recent attempts to shut them down using fraud-busting software, according to one ad tech vendor. “People who create bots realize that now advertisers are focused on finding ads that are in-view,” says Integral Ad Science CEO Scott Knoll. “So […]

 
 

Video Ad Fraud Is Not As Bad As You Think: comScore’s Chasin

Over the last year, video ad measurement firms have started reporting around 40% or 50% of video ad impressions may not really be viewed by consumers, instead invoked by fraudulent publishers looking to sell inventory. But comScore’s chief research officer Josh Chasin says the problem is over-blown. “You’ll see headlines, ‘X% of all video inventory […]

 
 

Google Unveils ‘Top-Tier Publishers’ For Programmatic Video Ads

Automated, so-called “programmatic” online ad-trading techniques may considered a mechanism for buying low-grade ad space. But Google is amongst those convincing “premium” publishers, as well as low-end sites, to use the methods. Last week, Google unveiled Google Partner Select, an initiative that opens up the practices to the high-end. “Many of the top publishers are […]

 
 

GroupM to Exit Open Ad Exchanges by Year End, Ari Bluman

Thus far, the rise of automated, “programmatic” online ad-trading techniques has come with the rise of open ad exchanges. But GroupM, parent of the WPP media agencies,  looks set to redefined “programmatic” as merely new “pipes” through which to do business with old partners. “By the end of this year, we don’t want any of […]

 
 

Brands Embrace ‘Programmatic Direct’ Relationship w/ Publishers,TubeMogul’s CEO Wilson

“Programmatic” advertising has grown up defined as marketplaces of online ad space open for buying and selling. But video ad tech vendor TubeMogul CEO Brett Wilson explains the emergence of the “programmatic direct” variant… “There’s another set of inventory that’s more premium – advertisers and publishers both want to leverage the power of software to […]

 
 

Innovid’s Chalozin Open Source Software Cleaning up Video Ad Fraud

The consortium of video ad tech companies which set out to harmonize measurement standards using open-source code is celebrating its first anniversary having grown its membership six-fold, says one of the founding members. OpenVV launched a year ago under the auspice of TubeMogul, Brightroll, Innovid, LiveRail and SpotXchange to open-source software for measuring true video viewability, […]

 
 

YuMe’s Ad Reach Calculator Sparks Assembly’s Interest

Recently-formed media agency Assembly says it will use YuMe’s new Reach Calculator tool, developed with Nielsen, to show advertisers the effect of moving ad spend from TV to online. “Being able to play with it with the client sitting at our desk is something I’m excited about trying,” says Assembly’s group planning director David Klein.” […]

 
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