Viewability

Advertising Arms Race: ’2014 Is The Year Of Fraud’

The reality that many of the online ads paid for by advertisers are not really viewed by human users – or, worse, fraudulently viewed by artificial bots – has risen up the industry’s agenda of late. ComScore chief research officer Josh Chasin characterizes it as “arms race”: “You have the…

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…

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…

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…

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…

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…

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…

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,…

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…

Three Essentials For Video Viewability, BrightRoll’s Tod Sacredoti explain

The concept of “viewability” has gained prominence lately, as advertisers – alarmed by news that many video ad impressions are not really viewed by humans – seek certainty about their wasted spending. Programmatic video ad platform Brightroll’s CEO Tod Sacredoti recently got up on stage at Brightroll’s own video summit…