These ads were blocked mostly because of conflicts, or because publishers hope to do larger, direct sales deals with companies in the retail or health and beauty space, Sarin said. But Check Point also became a way for publishers to monitor the quality of ads that make it through the process.
“This is a huge concern because video comes from the TV world and TV budgets,” Sarin added, “so people want to maintain that high quality and those high revenues.”
The data around the most frequently blocked categories, by percentage, demonstrates which ads were blocked from that perspective. Gambling and political ads had high blocking rates, 72% and 70% respectively, but the ad category that was most frequently blocked was “advertising network house ads,” or basically the other companies, players, and competitors in the advertising and RTB space.
Most frequently blocked Categories:
“There is still a lot of debate in the industry today, even on the display side, that putting your premium inventory in the programmatic environment will lower the cost or price or worth of it over time,” Sarin said. This helps publishers monitor those types of concerns, but he added that the Check Point tool can also benefit buyers, by providing transparency into the mindset of a publisher, as LiveRail can communicate back to buyers why a certain ad campaign didn’t run.