This is the ninth in a series of interviews with vendors combating the problem of ad fraud. Other companies participating in this series include Moat, Sizmek and Asia RTB. Read previous interviews with DoubleVerify, Dstillery, Forensiq, Integral Ad Science, PubChecker, Telemetry, Videology and White Ops. Digital ad fraud isn’t anything new. comScore has been picking […]
A chain is only as strong as its weakest link. Put another way, mobile links that don’t link directly to specific in-app content are pretty weak. Deep-linking tech provider Branch Metrics revealed it’s received $3 million in seed funding Tuesday led by New Enterprise Associates, the majority of which it plans to use to build […]
Ad-serving and verification company Telemetry isn’t in favor of automating the ad fraud detection process. The problem, said Geo Carncross, the company’s global VP of engineering, is that detection sensors can be fooled into thinking fraudulent impressions are real and, consequently, advertisers will start optimizing for fraud instead of for real ad performance. Telemetry’s fraud […]
Rather than an isolated channel, programmatic is a means to an end – and it all starts with measurement between devices and across channels. And from measurement comes revenue. “The whole cross-device measurement question is about understanding the broader marketing goal, but we also all know that if it’s not measured, it’s not valued,” said […]
Who cares where a video runs? As long as an advertiser can accurately measure that video’s reach, the question itself becomes somewhat moot. And now that video demand-side platform (DSP) TubeMogul is, as of Friday, in the fold as a certified Nielsen mobile Online Campaign Ratings (OCR) partner, that question also becomes less relevant for […]
Ad tech companies Ghostery and IPONWEB have combined their technologies to launch an antifraud service Thursday called Ghostery Verified Domains. The service, designed for an RTB environment, enables advertisers to allocate campaign dollars based on the perceived level of legitimate traffic. These levels include verified, masked, suspicious or unknown. “It’s creating an extra data layer […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Media = Infrastructure In a think piece on Amazon’s Twitch acquisition, NYT media columnist David Carr writes, “Gaming is a bandwidth hog, and Twitch is able to host multiplayer games, large events and commentary because the company invested in at least 15 data centers jammed […]
Coming from the agency world three years ago, Alexa Christon brought creative rather than media experience to her evolving role at GE, where she is now head of media innovation. And, with responsibility for GE’s US media today and an eye toward what her mega-corporation can produce globally, she’s helping to push the envelope of more […]
While music streaming giant Spotify has the capabilities and the insights to offer marketers granular audience segmenting and hyperlocal targeting, its focus on user experience supersedes the development of advertising products, said Gary Liu, head of Spotify Labs. The user experience is “definitely a primary focus if not the primary focus for our ad platform […]
This is the fourth in a series of interviews with vendors combating the problem of ad fraud. Other companies participating in this series include White Ops, DoubleVerify, Moat,Telemetry, Asia RTB and Integral Ad Science. Read previous interviews with Forensiq, Integral Ad Science and Videology. To combat ad fraud, many in the industry have been looking to technology that detects […]
No one would disagree that smartphone users are spending a ton of time in apps, and here are some more numbers to prove it. A report released Thursday by comScore found that apps now account for more than 50% of all digital media time spent, though it’s interesting to note that mobile growth isn’t vampirically […]
“A Bloomberg Terminal for online media.” We’ve heard that description from companies like Metamarkets and AdFin, but what exactly does that entail? At the highest level, it’s a dashboard presenting a single view of inventory prices across numerous sources – a tool to enable media buyers to make better buying decisions, analogous to the famous contraption used […]
Facebook wants to be the answer to your cross-device measurement problem and it’s in a pretty good position to do it. Enter cross-device reporting for ads, courtesy of Facebook. The new measurement solution, unleashed Wednesday, is available within Facebook’s campaign back end and is designed to allow advertisers to track customers as they move across […]
Media and audience measurement company comScore reported on Tuesday a 14.5% YoY revenue increase for Q2 2014 to $80 million, up from $69.9 million last year. Although comScore renewed its preferred strategic partner deals with agency GroupM and consumer packaged goods company P&G for audience delivery measurement, the company recognizes there is room for improvement […]
This year started out a bit rocky for Tune (née HasOffers), but the app attribution company seems to be moving on with Monday’s acquisition of MobileDevHQ. The purchase is part of Tune’s bid to build out its user acquisition attribution capabilities. The move comes a little more than a month after the company’s rebrand from […]
Digital media measurement company comScore revealed a deal Monday to acquire MdotLabs, a cyber-security startup that uses statistics and machine-learning to fight online fraud. Non-human traffic, click-farms and other “invalid activity” represent a $14 billion assault on the advertising industry and have spurred deals in online fraud detection, most notably Google’s acqui-hire of Spider.io earlier this […]
This is the first in a series of interviews with vendors combating the problem of ad fraud. Other companies participating in this series include White Ops, DoubleVerify, Forensiq, Moat, PubChecker, Telemetry and Integral Ad Science. Videology might not be specialists in ad fraud like White Ops or Integral Ad Science, but preventing and detecting it […]
When it comes to audience, there can never be too much of a good thing. That’s the theory behind a self-serve tool from Medialets, dubbed Servo Total Attribution, released Wednesday. The tool is designed to help media buyers, agencies and exchanges measure mobile ad ROI in real time by tying mobile conversions to impressions served […]
Nielsen’s revenue soared in the second quarter. The company on Tuesday reported a nearly 16% revenue growth spurt in the second quarter of 2014 to $1.6 billion, up from $1.4 billion at this time last year, minus the recent acquisitions of Arbitron and Harris Interactive. Although revenue was up, net profits were nothing to write […]
Publishers using DoubleClick platforms will no longer have to rely on agencies to learn if their ads are viewable or not. Google has made its viewability product, Active View, available for publishers in addition to advertisers and agencies. “We’ve been hearing from publishers that discussions about viewable impressions with advertisers lack transparency making it difficult […]
The cross-device measurement chasm just got a little smaller with the commercial release of mobile ad measurement capabilities, now available as part of Nielsen’s Online Campaign Ratings (OCR) tool. The promise of mobile web and in-app measurement is both an alluring prospect for advertisers looking for a cross-platform view of consumers across digital and TV […]
AdFin co-founder Jeanne Houweling has moved on from her position as the digital advertising analytics firm’s CEO for “personal reasons,” a move confirmed by company co-founder and CTO Milosz Tansky. Tansky, who’s operating as interim CEO, said Houweling will continue her involvement with AdFin on the advisory board. “Outside of that we’re just as focused […]
Remember the scene in the movie “Kill Bill, Vol. 2“ where the vengeful heroine, the Bride, is buried alive in a coffin and has to pound her way out with her bare fists? That’s your video ad. It’s essentially trapped in a box and buried in the publisher’s web page, and whether it can get out […]
On Monday, the Media Rating Council’s (MRC) advisory to avoid buying in-browser video impressions on the basis of viewability will end. Although the MRC defines in-browser video viewability as an ad that is at least 50% in view for at least two continuous seconds, there’s little agreement in the industry on what, exactly, constitutes video […]
Scott Ferris, GM of television and video at Microsoft Advertising, has been in the video biz for around three decades. For seven of those years, Ferris has been at Microsoft, heading up its video business group. Most recently however, he’s taken the lead role in what Microsoft calls its Content and Entertainment business group, which […]
Audience measurement mainstay Rentrak paid homage to the staying power of programmatic when, on its Q4 earnings call just weeks ago, Vice Chairman and CEO Bill Livek credited automated advertising as a growing trend the company is now “catering to.” Rentrak has been on a tear of late, racking up headlines as a (perhaps less-publicized, […]
Vindico, a buy-side video ad server, on Tuesday rolled out the Vindico MatchPoint platform, designed to let advertisers onboard first-party records to match against Vindico’s database of consumer profiles. MatchPoint is integrated with the Vindico Bid Manager, a DSP the company made generally available Tuesday; it has built-in viewability capabilities powered by AdTricity, a video ad-measurement […]
If Oracle will flaunt the tight integration of its Marketing Cloud, so too will Adobe. The company, at its Digital Marketing Summit EMEA in London Wednesday, revealed (among other Marketing Cloud enhancements) tighter integration between its Media Optimizer and Analytics applications. In so doing, Adobe seems to be in the early stages of positioning itself as a […]
As the growing number of smart TVs and connected devices cause further fragmentation, de-duped cross-platform measurement has become the media planner’s imperative. Nielsen and comScore are answering the call by beefing up digital video and mobile integrations in their respective media measurement tools. Nielsen since 1950 has been inextricably linked to TV audience measurement, claiming access […]
Digital marketing attribution is in vogue. AOL will acquire attribution vendor Convertro for approximately $101 million, the company announced Tuesday afternoon. This comes on the heels of Google’s move earlier in the day to snap up competing attribution pure play vendor Adometry for an undisclosed sum. Customers will have access to Convertro in a couple […]
For the first time, a new feature in Google Ads breaks down the dollar amount a campaign saved from IVT blocking and exactly how much Google is crediting the campaign for bots caught post-billing.
Tim and Chris Vanderhook explain why Viant bought Waymark and how it fits into their ambitious plans for CTV.
Schibsted is working with Nodals AI, a company that creates custom ad optimization algorithms for publishers, to court brands who’ve been wooed by Meta’s own optimization tools.
AI is taking over the media and tech industries in the name of simplification, and marketers are pining for provable campaign outcomes, including from TV. These shifts are also causing significant change in Agency Holdco Land, according to Angela Steele, the first chief client officer for WPP Media US.
No major retail media player has taken as circumspect an approach to ad revenue as Shopify. But the company has recently taken its next important step with a product called Campaign Autopilot.
OpenAI’s head of monetization, Benji Shomair makes the case for ads as a way to bring ChatGPT to more people, with user trust taking priority over advertiser demands.
