Digital advertising is a fifty billion dollar industry with double digital growth projected for 2015. Currently though, despite this growth, the industry is plagued by two major issues: viewability, complicated further by ad fraud.
Viewability is an online advertising metric that aims to track only impressions that can actually be seen by users. For example, if an ad is loaded at the bottom of a webpage but a user doesn’t scroll down far enough to see it, that impression would not be deemed viewable. Since technology has advanced enough to track these metrics, projections have shown that close to 50% of all online advertising is not viewable.
Ad fraud is defined as the deliberate practice of attempting to serve ads that have no potential to be viewed by a human user. It is a critical issue facing the digital marketing community today. Fraud comes in many forms and even reputable sites with great design and content can be prone to high rates of fraudulent traffic.
What is being done to address these growing issues?
Publishers are re-designing sites and working with agencies and ad safety companies to limit wasted impressions. With the technology still evolving there is not a cure-all of eliminating fraud/viewability issues, but there are steps that can be taken to limit waste.
Agencies like ours are working with our partners to see not only a traditional CPM but also a VCPM, where we only pay when an ad is deemed viewable by a third party vendor. As the technology behind tracking viewability is always changing and advancing; we will continue to investigate and work with the leaders in the field to tackle this problem.
Today, our teams are partnering with some of the top ad safety companies in the industry like DoubleVerify and Intergral Ad Science. We are able to work with these partners to utilize their industry leading technology to eliminate fraud and maximize our campaigns reach. With their technology and our diligence we are confident we are making an impact for our clients as we stay up to date with the ever changing landscape.
How have you seen issues of Fraud and Viewability within your campaigns? Do you feel that these technology companies are doing enough? Are the publishers doing enough for advertisers and agencies to be on top of these issues? We would love to hear from you.
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