{"id":298407,"date":"2017-09-26T04:00:00","date_gmt":"2017-09-26T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/news\/dach-mediaschneider-viewability-ad-fraud-brand-safety-unveiling-core-impact-media-quality\/"},"modified":"2017-09-26T04:00:00","modified_gmt":"2017-09-26T04:00:00","slug":"dach-mediaschneider-viewability-ad-fraud-brand-safety-unveiling-core-impact-media-quality","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/de\/news\/dach-mediaschneider-viewability-ad-fraud-brand-safety-unveiling-core-impact-media-quality\/","title":{"rendered":"DACH | Mediaschneider : Viewability, ad fraud, brand safety: unveiling the core impact of media quality"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Referenten:<br \/>\n\u2022 Nick Morley, MD EMEA, Integral Ad Science<br \/>\n\u2022 Oliver Hulse, MD GmbH, Integral Ad Science<\/p>\n<p>Da sich die Online Marketing-Branche bez\u00fcglich Medienqualit\u00e4t zu lange auf die Sichtbarkeit konzentriert hat, gerieten andere Qualit\u00e4tskriterien wie Ad Fraud und Brand Safety aus dem Fokus.<\/p>\n<p>Nachdem Grosskunden wie P&amp;G und Unilever ihre Budgets f\u00fcr digitale Werbung aufgrund mangelnder Transparenz drastisch k\u00fcrzten besteht dringender Handlungsbedarf. Gem\u00e4ss Integral Ad Science (IAS) besteht die gr\u00f6sste Herausforderung darin, dass jede einzelne Werbeeinblendung messbar gemacht werden muss. Stand heute kann Werbung innerhalb von Apps, nur unzureichend \u00fcberpr\u00fcft und gemessen werden. Werbetreibenden k\u00f6nnen somit nur begrenzt vor qualitativ schlechten Umfeldern sowie ung\u00fcltigem Traffic (Ad Fraud) gesch\u00fctzt werden.<\/p>\n<p>In Bezug auf die Sichtbarkeit haben sich bereits Branchen-Standards durchsetzen k\u00f6nnen. Sowohl im klassischen Direktgesch\u00e4ft als auch im Programmatic sind Sichtbarkeitswerte von \u00fcber 70 Prozent erreichbar. Die durchschnittliche Sichtbarkeit hat sich \u00fcber die letzten Jahre kontinuierlich verbessert. Dies kann vor allem darauf zur\u00fcckgef\u00fchrt werden, dass die Publisher das Problem erkannt haben und Massnahmen zur Verbesserung der Sichtbarkeit ihrer Werbepl\u00e4tze vorgenommen haben.<\/p>\n<p>IAS teilt heikle Umfelder in sieben Hauptkategorien ein, wie Abbildung 1 zeigt. Im ersten Halbjahr 2017 dominierten die Kategorien Alkohol (Alcohol) sowie Erwachseneninhalte (Adult). Im Vergleich zum klassischen Direktgesch\u00e4ft, k\u00f6nnen \u00fcber Programmatic unerw\u00fcnschte Umfelder gezielt ausgeschlossen werden. Die Sensitivit\u00e4t der Filterung, also wie gravierend ein Alert ausfallen muss, damit er rausgefiltert wird, kann ebenfalls individuell festgelegt werden.<\/p>\n<p>Das Thema Ad Fraud ist gem\u00e4ss IAS weiterhin aktuell. Der Anteil an Ad Fraud ist in redaktionell und qualitativ guten Umfeldern wesentlich tiefer. Allerdings l\u00e4sst sich Ad Fraud durch den Einsatz von Verifizierungsprodukten im Programmatic bereits zu einem grossen Teil vor<br \/>\nder Auktion rausfiltern.<\/p>\n<p>Ehfahren sie Mehr bei <a href=\"https:\/\/www.mediaschneider.com\/blog\/viewability-ad-fraud-brand-safety-unveiling-the-core-impact-of-media-quality\/\">Mediaschneider.com<\/a><\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Da sich die Online Marketing-Branche bez\u00fcglich Medienqualit\u00e4t zu lange auf die Sichtbarkeit konzentriert hat, gerieten andere Qualit\u00e4tskriterien wie Ad Fraud und Brand Safety aus dem Fokus.<\/p>\n","protected":false},"author":1,"featured_media":0,"menu_order":0,"template":"","portfolio-types":[77],"class_list":["post-298407","portfolio","type-portfolio","status-publish","hentry","portfolio-types-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>DACH | Mediaschneider : Viewability, ad fraud, brand safety: unveiling the core impact of media quality - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/de\/news\/dach-mediaschneider-viewability-ad-fraud-brand-safety-unveiling-core-impact-media-quality\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"DACH | Mediaschneider : Viewability, ad fraud, brand safety: unveiling the core impact of media quality\" \/>\n<meta property=\"og:description\" content=\"Da sich die Online Marketing-Branche bez\u00fcglich Medienqualit\u00e4t zu lange auf die Sichtbarkeit konzentriert hat, gerieten andere Qualit\u00e4tskriterien wie Ad Fraud und Brand Safety aus dem Fokus.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/de\/news\/dach-mediaschneider-viewability-ad-fraud-brand-safety-unveiling-core-impact-media-quality\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/integralads.com\\\/de\\\/news\\\/dach-mediaschneider-viewability-ad-fraud-brand-safety-unveiling-core-impact-media-quality\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/de\\\/news\\\/dach-mediaschneider-viewability-ad-fraud-brand-safety-unveiling-core-impact-media-quality\\\/\",\"name\":\"DACH | Mediaschneider : Viewability, ad fraud, brand safety: unveiling the core impact of media quality - 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