White Ops’ Tiffany Fights $7.3bn Robot Army To Defeat Ad Fraud

A report being published by a team of hackers-turned-corporate warriors has estimated online advertising fraud is now netting $7.3bn per year for criminals who employ a team a worldwide network of “zombie” computers. White Ops, an anti-botnet and -malware cyber-security firm, conducted a report, Bot Baseline: Fraud in Digital Advertising, with the Association of National Advertisers, looking at ad traffic […]

 

RTL’s Nölke’s Keeps Ad-Tech Simple After SpotX, Clypd Investments

LONDON — We are working in an age where technology seems to make everything possible – from uncovering the ad views that never happened, to producing the ultimate, all-encompassing metric for advertising experienced across screen types. But is the industry too busy debating the potential, complex future measurement systems to notice that they are already here? “I […]

 

Teads Sets Sights On IPO After Rebranding

Following this spring’s merger of video ad tech firms Ebuzzing and Teads, the pair last week rebranded as just “Teads.” That company is now setting its sights on going public next year. In this video interview with Beet.TV, CEO Bertrand Quesada explains why: “We want to be independent.” “We want to raise capital to be able […]

 

Online GRP Standard In ‘A Year Or Two’: IAB’s Mane

The online ad industry’s recent embrace of TV-style gross rating point (GRP) metrics for audience measurement has come largely thanks to roll-out of GRP systems by individual metrics groups. But the whole industry will have a sector-wide agreed GRP within a year, according to an advertising representative. “Now that everyone is agreeing that GRPs are […]

 

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 […]

 

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’,” […]

 

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 […]

 

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, […]

 

Fighting Video Ad Fraud Needs to be an Open Source Solution,TubeMogul’s Brett Wilson

In combatting the growing issue of non-human video views, the industry needs to align around open source tools, not proprietary technologies which don’t fully solve the problem, says Brett Wilson, CEO of TubeMogul and the founder of Open Video Viewability, an industry association. The state of  video ad fraud and viewabilty standards will be explored […]

 

WPP Digital Chief Says No to Fraud: “We Only Want Human Activity”

With bot-generating activity  comprising as much as 25 percent of views of some campaigns, the industry has to clean up fast.  The world’s largest media agency has laid down the gauntlet by declaring it will only pay for “human” views, says David Moore President of WPP Digital and Chairman of Xaxis, in this interview with […]