The findings from our H1 2017 Media Quality Report further highlight that with industry attention and proactive measures, improvements in brand safety can be made. Whilst ad fraud may have increased slightly, fraud is an arms race that is constantly evolving and changing, so fluctuation in fraud levels is to be expected.
What are publishers focusing on in the second half of 2017? AdMonsters provided an opportunity for publishers and tech partners to gather and explore solutions to the evolving digital landscape. While we weren’t privy to the closed door conversations as a non-media seller, we have identified three key issues that are keeping our content partners awake at night.
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?
In December 2016, we surveyed over 1,000 digital advertising professionals across ad tech companies, agencies, brands, and publishers, about where they see digital advertising heading in 2017.
At the close of 2016, publishers found themselves faced with a somewhat confusing landscape. Whilst agencies and advertisers have been looking to define and implement some of their own viewability standards, publishers have in turn been trying to develop bespoke trading mechanisms. Brand safety and ad fraud will continue to rise in prominence for advertisers, but 2017 will also see the industry move beyond viewability. Advertisers and publishers alike will consider both viewability as well as additional metrics when assessing a campaign’s success, such as:
Integral Ad Science talks to Darren Sharp, Head of Programmatic and Data at Incisive Media and Jenny Antoniou, Head of Ad Operations at Dennis Publishing to hear their expert insight into the challenges around viewability, such as issues with site latency and demand side targets.