Programmatic digital advertising suffers from a perception problem. Marketers often see it as a box that needs to be checked or as a separate efficiency portion of a marketing plan. Fear surrounding brand safety, ad fraud, and overall transparency issues are grabbing headlines, not only in the trades but also in mainstream media. These conversations are distracting, and make it easy for marketers to under-invest in this important ecosystem.
Viewability is the ability for a digital ad to be seen by an actual consumer. To be considered viewable, an ad must meet the minimum guidelines set by the industry, and illegal bot traffic and other forms of ad fraud should never be included in the number of viewable impressions. Viewability does not describe how effective an ad was, whether it was seen by target audiences, or even if it was seen at all.
Today we find ourselves in a market centered around the seller, rather than the buyer. Innovation is mainly being led from the sell side, be that from the walled gardens, the mobile SSPs or the DSPs.
As mobile continues to grow in consumer usage - and as advertising follows - fraud techniques will become more tailored and pervasive. Learn about the types of mobile fraud and what makes it particularly challenging in this guide.
Mobile devices have become central to our lives, affecting how we interact with the world around us. However, even with increasing mobile usage, third-party verification and the measurement of performance of mobile impressions remains a challenge for the advertising industry.
Native advertising and its benefit in terms of performance, is a topic that has been widely discussed throughout the advertising industry, but yet the adoption of native has been slow. Why has the industry been so slow to adopt native advertising?
Integral Ad Science's General Manager, Mobile, Jason Cooper discusses the reasons why IAS chose to open source their proprietary software. Find our more about the future of mobile measurement.