"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.
Today’s column is written by Keith Pieper, director of product management at SpotXchange.
Fraud is a big issue. Quality is a bigger issue. Sadly, both are subjective.
There are a growing number of solutions on the market to help us detect fraud and reduce bad inventory. But what we really need is greater transparency, collaboration and less emphasis on proprietary algorithms.
Without these things, ad fraud will continue to grow.
I’ve seen different solutions report wildly different rates of fraudulent impressions for the same inventory – anywhere from 1% to 23%. These large discrepancies make it nearly impossible for suppliers to comply 100% with the “quality” needs of a buyer.