Ad fraud is a multi-billion dollar a year problem and according to one estimate, by 2025, the digital ad market could be the second largest revenue source for organized crime behind drug trafficking.
Ad fraud comes in numerous forms. There’s click fraud, for example, which for years has been a thorn in the side of marketers using pay-per-click advertising channels.
Growing advertiser focus on brand safety, relevance, viewability and ad fraud is motivated by one thing: advertisers don’t want to waste money on ads that don’t realistically have the potential to deliver results.
But is it really possible for advertisers to identify wasteful digital ad spend and reduce or eliminate it?
For years, while it attracted headlines for its retail and cloud businesses, Amazon has quietly been building an ad business that could make it a big force in digital advertising as early as this year.
Behind Amazon’s potential to become a digital ad giant is a powerful trend: more and more consumers are using Amazon as a product search engine.
Earlier this year, Google found itself facing a major boycott after YouTube advertisers discovered that their ads were being displayed alongside offensive content.
Google was forced to respond. It promised advertisers better technology to weed out inappropriate content. And it got stricter about which content it allows to be monetized through ads, much to the chagrin of some of its biggest content creators who generate their revenue solely through ads.
At the beginning of this month, the IAB’s Tech Lab announced the release of the final Version 1.0 specification Ads.txt, which aims to help prevent inventory spoofing and unauthorized sellers.
Here’s what publishers and advertisers need to know about Ads.txt.
With annual advertising revenue exceeding $60bn, Google is one of the companies that stands to lose the most from the rise of ad blockers.
Recognizing that ad blockers are here to stay, Google is trying to make sure it has a seat at the table and can influence the ad blocking ecosystem. For instance, it joined the Coalition for Better Ads last year, and just announced it is preparing to build an adblocker into its Chrome browser that will remove ads that don’t meet the Coalition’s standards.
Although there will be plenty of summaries coming out of SxSW Interactive 2017, many of these will address broad trends and themes, without digging into the detail of specific sessions.
Because of this, I thought it would be interesting to provide a summary of some of the interesting debates I attended last week.
It wasn’t long ago that most advertising pundits were ridiculing and criticizing the native ad format.
Jump forward to 2017 and current forecasts estimate that native ads will capture 30% of the global ad spend by 2020.
In 2016, 73% of advertisers’ total display budgets were spent on programmatic. With those numbers expected to rise, advertisers need to pay particular attention.
While the nature of programmatic itself is to streamline and create efficiencies inside the buying process, marketers need to keep the most important piece of this strategy front and center: the consumer.
When it comes to kicking off a digital campaign, most advertisers know the importance of setting strategic and well-thought-out goals.
However, in practice, it is extremely common for agencies and advertisers to want to hit the ground running, and rush right into planning.
We start all of our campaign kickoffs with one question that has become the single most important thing we do.
How do companies and people remain relevant during transformative times? Through reinvention.
It’s a topic that is dear to Publicis Groupe Chief Strategist Rishad Tobaccowala’s heart.
I spoke to him about the empowered consumer, the mass restructuring facing the TV industry and how agencies can rebuild trust when clients think they are double dealing.
Daniel Wilkinson is head of paid media at digital marketing agency Jellyfish.
He’s had an interesting career path, as the headline suggests.
We caught up with him to find out what life is like running paid media at the UK’s largest independent performance marketing agency.