Media banker Terence Kawaja recently neatly encapsulated the many technology threats that are making advertisers scream like an Edvard Munch painting. But, with ad fraud, non-human traffic and ad blocking all gathering pace, is it advertisers’ responsibility to front up to the risks?
“The brand advertiser, who, in the past, didn’t get very involved in the quality of the advertising, now sees that they need to understand exactly where and how their money’s being spent,” says DoubleVerify CEO Wayne Gattinella, whose tech company helps advertisers identify where to buy ads with brand safety, viewability and fraud detection in mind.
“The working media that’s ultimately placed is less than 50 cents on the dollar because there so much being eroded in the form of fraud, non-viewable impressions, less than transparent or authentic impressions.
“It’s their chequebook, it’s their job to be accountable for performance.”
DoubleVerify recently helped create the AppNexus Spend Protection program, a trusted marketplace that safeguards programmatic media placements and automates processes for buyers and sellers.