As we've discussed in class, fraud is a real problem when it comes to advertising online. According to an article I found (link below) on AdAge, it is estimated that 38% of mobile app ad inventory is fraudulent compared to about 27% of desktop inventory. This leaves advertisers in the dark, not knowing which ad exchanges can be trusted to provide real inventory.
An ad-fraud prevention firm called Pixalate has now created a "Trust Index" that ranks mobile app exchanges on their trustworthiness. This will be an extremely helpful tool for advertisers. Pixelate also ranks desktop and mobile web sites as well, but the addition of the mobile app rankings is brand new. Rankings will be updated on a monthly basis.
Hopefully, rankings like these will hold exchanges more accountable to take steps to eliminate fraudulent inventory and increase their transparency on the issue. This would be a win-win for exchanges and advertisers alike.
http://adage.com/article/digital/pixalate-launches-trust-index-mobile-app-exchanges/300473/
http://www.pixalate.com/sellertrustindex/mobile/#!global
Showing posts with label ad exchanges. Show all posts
Showing posts with label ad exchanges. Show all posts
Tuesday, September 22, 2015
Wednesday, April 09, 2008
Online Advertising = Pork Bellies
Paidcontent has interesting commentary by internet ad execs on a "comment made at the Interactive Advertising Bureau's annual conference by Martha Living Stewart Omnimedia's Wenda Harris Millard (pictured, above, left) warning that media companies were selling web inventory like "pork bellies."
This brings up three interesting points related to ad networks:
1. As ad networks and exchanges increase in size and usage, we can expect increased trading and liquidity of product, and we can expect to see at least some of this inventory trade and act like commodities
2. I like the idea of investing and trading in ad's and prophesize hedge funds buying up super bowl and christmas ad inventory ahead of time to flip it for a profit
3. I am intrigued by the idea of internet ad inventory value creation through exchange activity, i.e., going around to different networks and exchanges, buying certain types of inventory, packaging it all together, and selling it for a premium
This brings up three interesting points related to ad networks:
1. As ad networks and exchanges increase in size and usage, we can expect increased trading and liquidity of product, and we can expect to see at least some of this inventory trade and act like commodities
2. I like the idea of investing and trading in ad's and prophesize hedge funds buying up super bowl and christmas ad inventory ahead of time to flip it for a profit
3. I am intrigued by the idea of internet ad inventory value creation through exchange activity, i.e., going around to different networks and exchanges, buying certain types of inventory, packaging it all together, and selling it for a premium
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