AdExchanger: Integral CEO Scott Knoll: The Ad Quality Revolution Is Still Unfolding
Our CEO, Scott Knoll, discusses viewability, measurement, and more on AdExchanger Talks, a podcast focused on data-driven marketing.
Category: Topics
What exactly counts as fraud?
We all know ad fraud is a problem, but it’s not always clear what exactly counts as fraud. Here's a snapshot to help illustrate.
UK | Warc: A call for collaboration: setting the standards for global ad quality
With programmatic ad spend expected to reach £2.5bn in 2016, factors such as brand safety, ad fraud, and viewability are ongoing concerns for the digital advertising industry.
The bot papers: Avireen
David Wells, Senior Malware Analyst at Integral Ad Science, goes into specific technical detail of not only what Avireen does, but how it carries out ad fraud.
Viewability and ad effectiveness: what publishers need to know
While we know that viewability is important – after all, if the ad doesn’t have the chance to be seen, then that’s truly a wasted impression – we had yet to see the scientific correlation with actual ad effectiveness measures. That’s why we partnered with the IPG Media Lab and Cadreon to conduct a large-scale scientific research study, to quantify the relationship between viewability and brand metrics. This research also investigated other optimisation scenarios that could help elevate the impact of ads at lower levels of viewability. Although the study is not meant to rewrite existing standards, it serves as a guide to advertisers and publishers alike regarding how best to make ads more effective given viewability standards.
Can programmatic and high quality media co-exist?
Programmatic media is often touted as the fastest growing phenomenon in the global advertising industry. A recent IAB UK report found that UK digital ad spend grew 16.4% in 2015 to over £8.6bn, with the share traded programmatically rising from 47% in 2014 to 60% in 2015. Programmatic spend reached £1.6bn. This brave new world of programmatic may bring a whole host of benefits in targeting, time-saving and revenues, but on the flip-side this can create a whole list of complications for marketers wanting to ensure high quality in their media buying.
How to optimise your video ads for viewability
Video is red hot these days, and for good reason: nothing sways a consumer better than the combination of sight, sound, and motion. So, how can you optimize your video campaigns for viewability?
The bot papers: Poweliks
David Wells, Senior Malware Analyst at Integral Ad Science, breaks down the Poweliks botnet, giving readers a deeper sense of how bots work in the specific context of ad fraud.
An interview with Lada Durica, Lead Digital Analyst at Bauer Media
Bauer Media explains its viewability strategy and how our partnership helped them achieve its revenue goals and grow the business.