Home Online Advertising IAB ALM Keynote: Ending Traffic Fraud, Building Better Mobile Experiences

IAB ALM Keynote: Ending Traffic Fraud, Building Better Mobile Experiences

SHARE:

vivek-shahThe Interactive Advertising Bureau (IAB) kicked off day one of the Annual Leadership Meeting (ALM) by rallying advertisers to raise the bar on marketing.

To do this, however, marketers and advertisers need to be more vigilant around traffic fraud. Additionally, they must also realize that consumer attention spans, especially in mobile, are short.

Holding Agencies Accountable

After IAB President and CEO Randall Rothenberg told the more than 1,000 attendees they are “defining the agenda for our industry,” newly appointed IAB Chairman and Ziff Davis Inc. CEO Vivek Shah admonished marketers for allowing traffic fraud to proliferate and urged them to end it.

Shah cited comScore’s finding that 36% of all traffic is nonhuman and noted that traffic fraud has reached “crisis proportions.”

“If we want to be the $60 billion industry we are today, we need to stop devaluing digital media,” Shah said. “No more traffic fraud. Let’s end it.”

Part of the blame, he said, falls on the agencies for continuing to use fraudulent traffic sources.

“Bogus impressions won’t infect the system if you don’t buy them, Mr. Agency Trading Desk,” Shah said. “You don’t go after drug dealers. You go after people taking the drugs.”

Building On Daily Habits

Nick D’Aloisio, product manager at Yahoo and the 18-year-old founder of the news-summarizing app Summly, replaced keynote speaker David Pogue, who canceled his speech “due to travel complications.”

D’Aloisio said he had been coding since he was 12 years old and, at age 15, raised VC funding from investors like Sir Li Ka-Shing, Rupert Murdoch and Marc Pincus. Yahoo acquired his app in March 2013 for $30 million.

Subscribe

AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

In his address, D’Aloisio shared his observations about user behavior, mobile content and design. In terms of social media, the market is moving from an emphasis on social graphs and real identity to anonymity, he said.

Also, while users are accustomed to instant gratification, especially on mobile, the chances of creating a product that people will use spontaneously throughout the day are slim.

Instead, companies should focus on building reliance and regularity into their offerings. “There’s no point designing a mobile experience if you don’t think people will come back every day,” D’Aloisio said. “It has to be a daily habit.”

Must Read

Comic: Gamechanger (Google lost the DOJ's search antitrust case)

DOJ v. Google: How Judge Brinkema Seems To Be Thinking After Week One

Where the DOJ v. Google ad tech antitrust trial stands after one week’s worth of remedies arguments.

Swish, A Company That's Bringing Programmatic to Product Sampling, Announces Seed Funding

Swish, a startup that partners with retailers to provide product full-size CPG samples to people doing their grocery shopping online, announces $2.3 million in seed funding.

DOJ v. Google: During Opening Arguments, The DOJ And Google Battle Over An AdX Divestiture

Court is back in session. And the fate of  the open internet is in the balance.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Chris Mufarrige, director, Bureau of Consumer Protection, FTC

FTC Consumer Protection Chief: No Easy Answers On Privacy, ‘Only Trade-Offs’

Privacy isn’t black-and-white, says the FTC’s Chris Mufarrige, promising evidence-driven consumer protection cases under the Trump administration.

How Encryption Keys Could Resolve The TID Furor

Rather than sharing universal TIDs that any DSP or curator can access, Raptive says publishers should instead share encrypted TIDs with an encryption key provided only to trusted demand-side partners.

Clear Channel Brings Mid-Flight Measurement To Its OOH Network

Clear Channel will provide advertisers weekly, mid-flight reports on outcomes driven by its inventory in order to bring OOH measurement closer to the speed of digital.