Fraud

This category contains 12 posts

People of Ad Tech: Innovid CEO Zvika Netter

Innovid CEO Zvika Netter tells WIT Strategy Partner Bill Brazell that after the first two phases of online video — mimicking broadcast TV, then selecting audiences programmatically — the industry is focusing on the message itself. Personalizing creative, Netter says, can increase engagement by “hundreds of percent.” Music: “Morning Rays” by Jim Duffy. Used with… Continue reading »

People of Ad Tech: MediaPost Editor Tobi Elkin

MediaPost Real-Time Daily and Native Insider Editor Tobi Elkin tells WIT Strategy Partner Bill Brazell that she’s against ad blocking, and offers predictions for the year ahead. Music: “Morning Rays” by Jim Duffy. Used with permission.

People of Ad Tech: Trust Metrics CEO Marc Goldberg

Trust Metrics CEO Marc Goldberg tells WIT Strategy Partner Bill Brazell that advertisers should implement rules for their media teams in order to encourage logic over data craziness. Goldberg says too many advertisers are aiming only at viewability, and the bad guys know it. Look at the environment first, he says — and only then… Continue reading »

People of Ad Tech: Are You a Human CEO Ben Trenda

Are You a Human CEO Ben Trenda tells WIT Strategy Partner Bill Brazell that Internet traffic today is less than 50% human. 175 million phony Facebook profiles create fake posts and Likes to pilfer from brands. Are You a Human studies the way real people type, surf the web, and hold their cell phones, using… Continue reading »

People of Ad Tech: Genesis Media CEO Mark Yackanich

Genesis Media CEO Mark Yackanich tells WIT Strategy Partner Bill Brazell that while his company is finding less fraud on desktop, it finds a little more of it in mobile. Noting a constraint on the supply of quality video advertising, he sees the unification of ad servers like Genesis partner Smart AdServer with SSPs and… Continue reading »

Make Ads LEAN? How About We FLATTEN Them?

“We messed up.” – The Interactive Advertising Bureau. “We know.” – Everybody Else. There’s probably a really good book to be written about how the digital ad industry got to this point, where it cluttered up digital media so badly that the industry requires a “Hoarders”-style intervention. Don’t.  Say.  We.  Didn’t.  Warn.  You. It’s a… Continue reading »

Optimizing for Viewability Won’t Fix Display

              If there were any doubts that ad viewability would be the hottest ad tech topic of 2015, they evaporated with recent announcements from Google, the IAB, and the American Association of Advertising Agencies.   On the heels of Google’s December announcement that 56% of ads served on the… Continue reading »

People of Ad Tech: Are You a Human CEO Ben Trenda

Ben Trenda, CEO of Are You a Human, tells WIT Strategy‘s Bill Brazell why it’s a problem that the Internet has failed to create good pathways for automated traffic. For one thing, more than half of Internet traffic today is non-human. And the highest-quality publishers often have the highest levels of non-human traffic — a… Continue reading »

Enough About Viewability, Let’s Talk Fraud

The subject of viewability has created a sense of hysteria in the digital advertising space. Of course, viewability is an issue that requires a solution, but to Tom’s earlier point on this site, the issue we really should be talking about is the fraud that serves as the catalyst and makes these false impressions possible.… Continue reading »

The Great Social Migration: Five+ Years Later

What were you doing about five years ago? If you were in your thirties, you may have just discovered the wonders of social media and it was quickly becoming clear that there was pretty much only one game in town—Facebook. But if you were in college, you may already have passed the saturation point and… Continue reading »

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