The cat’s out of the bag. Brands now know that a huge chunk of their ad dollars are wasted on ads that never appear before a human. That’s part of the reason why the biggest media buyers are insisting on MRC (Media Ratings Council) accredited ad verification. For those not yet familiar with this bit of ad tech, IAB has a definition (edited slightly for clarity): Ad verification is a service that offers technology to ensure (buyers) that ads appear on intended sites and reach the targeted audience. Ad verification is supposed to be integrated with every ad networks, exchanges, SSPs, basically anyone who sells advertising space online, to provide a safeguard for brands, advertisers, and agencies that buy it. IAB guidelines specify five key areas covered by ad verification vendors: Site Context Geo-Targeting Ad Placement Competitive Separation Fraud Detection: Click fraud and impression fraud Some vendors will also bundle ad viewability and audience measurement services with … [Read more...] about What Publishers Need to Know About Ad Verification Companies
Anyone who works in ad tech knows how much the industry loves its jargon. Here are some quick explanations for a whole bunch of ad tech and media buzzwords that were thrown around this year, so you can gain a working knowledge in minutes. Note: Many of these have been covered more extensively in our explainers before. What: ‘Written-word’ media houses and publishers investing heavily in creating video content. Why: Because video inventory (on mobile and desktop) is selling like hotcakes and they want in on the action. How: By laying off writers to create video teams instead, as MTV News, Mic, Vocativ, Fox Sports, and a few others reportedly did. Mashable is testing the model. Reddit announced its own investment in video. The fad (for that’s what it is) has had the side-effect of audience shrinkage. According to comScore data, the publishers that pivoted to video this summer have seen at least a 60 percent drop in their traffic in August compared to the same period … [Read more...] about 10 Ad Tech and Media Buzzwords of 2017: Explained
Bitcoin is back in news again after trading at a record high of $4483 per coin this month. Many cryptocurrencies including Bitcoin are powered by a technology known as blockchain, and its potential use cases extends far beyond just the financial world—it continues to find use in government, healthcare, real estate, security, and many other industries. At events and in publications that cover the advertising industry, blockchain has been a hot topic as a candidate for bringing in more transparency into ad tech and solving problems such as opaque supply chains and ad fraud, how much of it is hype and what are the facts? Before getting into how blockchain could help ad tech, let’s understand what it is and how it works. Each “block” in a blockchain typically contains a hash pointer to the previous block, timestamp, and transaction data. A blockchain is a growing list of records, or blocks, linked together and secured by cryptography. Stripped to the basics, … [Read more...] about Can Blockchain Fix the Problems of Digital Advertising Industry?
There are some crazy people out there who click Adsense Ads madly. Obviously they are not trying to increase your revenue, but try to ban you from Adsense. I’ve faced these issues several times. When I saw Adsense click bombing for the first time, I was very scared about getting banned. However I found a way to report Google Adsense team about invalid clicks. Whenever you get a lot of clicks from one user, Google will understand someone is trying to manipulate your Adsense account. Though Adsense credits the fraud clicks revenue on estimated earnings initially, it will be discredited once they detect it as fraud. You needn’t to freak out over invalid click as Google can detect that. But I always suggest you to report Google Adsense Team whenever you find some strange activity on Adsense. It’ll let you sleep easy. However, if you clicked your own Adsense ads accidentally, you needn’t to notify Adsense about that click. First of all, it isn’t … [Read more...] about How to Report Invalid Clicks to Adsense
No matter how much trouble it causes to publishers, the truth is that adblock drew the line on crappy online advertising. Media-sellers / buyers / ad tech vendors can debate the ethics and morality of "snatching away" the primary source of revenue that fuels free online content, but that isn't going to slow adblock adoption down anytime soon. In their helpful primer on adblocking, IAB put forth some ways for publishers to deal with losses. Their proposed method began with Detecting adblock > Explaining why users should whitelist > Asking for a whitelist > Lifting restriction/Limiting access to content as per users' response. A fair number of websites have tried it, including Forbes, Telegraph, Indiatimes, ComedyCentral, and more, with mixed results. While this detection-restriction method is working pretty well for some websites (like Forbes, Bild.de), many others like Telegraph, IndiaTimes, ComedyCentral, etc. left the race while they were still … [Read more...] about How to Create an
Every blogger knows about Google Webmaster Tools, but just a few of them actually use it for useful purposes. Google Webmaster Tools provide you with a Code Validator tool to help you check your code, and analyze the errors linked with it. All you need to do is simply copy your page HTML source code and paste it in the box provided. The tool scans and analyzes the code, and gives you a list of errors and warnings. HTML is quite different from normal programming languages, as compared to traditional languages, the code in HTML continues to work in some or other way, no matter how many errors it contains. This makes the whole concept of error detection and correction quite troublesome. The Google Validator tool takes the complete responsibility for error detection in your code, and does the job provided effectively as well as efficiently. What is the importance of Google Code Validator Tool? I have seen many forums where newbie bloggers continue to ask questions like Do I need to … [Read more...] about Does Google Penalize for Wrong HTML?
Some of the biggest advertisers and brands are spooked by the sophistication of fraud and the entire media supply chain’s apparent inability to eliminate it. Criminals prey on big money, especially in inefficient, non-transparent systems with many touches, low or no accountability, and poor measurement. (For them,) Digital media is THE perfect place to hunt. That was Marc Pritchard (of Proctor & Gamble), speaking on what his company intended to do about it at IAB ALM 2017. He revealed their 4-step action plan, in which P&G decided to only do business with digital media entities that have gotten certified against fraud from TAG in 2017. On a similar note, all of La Quinta Inns & Suites’ 2015 insertion orders specified that the brand will only pay for human traffic. Methbot drove it home: By Q3 of 2016, a previously low-volume bot signature that WhiteOps had been tracking since a year had scaled beyond anything seen in history—reaching as many as 137 million … [Read more...] about Publisher’s Guide to Ad Fraud Prevention in 2017
Let’s talk about the publishers for a change. Media sellers (aka publishers) are already losing massive chunks of revenue from ad blocking, both on desktop and mobile. Then they are supposed to be held accountable for, just, all of the fraud and pay for “cleaning up the mess” (like in this impassioned post). Even though the publishers who sold premium inventory on private ad exchanges to brand-consistent advertisers have also been victimized by fraud… Ten per cent of ad impressions from premium programmatic ad campaigns are fraudulent (triggered by bots). The surprise was the ubiquity of the fraud. It is not just no-name websites; it also affects premium publishers. — Bill Duggan, VP of Association of National Advertisers (Source) Meanwhile, growing emphasis on viewable impressions could open the doors to further trouble… (Often) Viewability as quality produces its opposite: viewability as clutter. There are threads of connection between the … [Read more...] about How Publishers Can Fight Ad Block, Fraud, and Viewability Problems
Domain business is getting hotter and every day thousands of people are getting online. Anyone who is getting his business online, they need a domain and hosting to get started and I’m sure you know how important it is for you to be an early adopter to stay ahead in the game. Google domains and Amazon domain service is the most recent addition in the big player of Domain services. Google announced their domain services a little back and they are already sending out invitation code to start using their services and with a limitation. If you are in U.S. you can start using Google domains now with their invitation code (You can apply for an invitation code here), but if you are not a U.S. citizen seems like you are out of luck. Not to worry as today I will be sharing a nice work-around (you can call it my self-created hack) to buy domains from Google domains if you are outside U.S. I live in India and I used this exact steps to book a domain from Google domains & you can follow … [Read more...] about Interesting Hack To Buy Domains From Google Domains OutSide U.S
2016 was one eventful year for ad tech industry. Client side Header Bidding went mainstream. Publishers got heavy-handed with anti-ad block measures with varying successes and failures. Fake news registered on the radar of mainstream media and ad tech took the flack for it. Ad viewability adoption increased, creating panic among publishers. Then, the year wrapped up with a bang as WhiteOps uncovered a ubiquitous, million-dollar ad fraud ring called Methbot. That was the abridged version; barely enough information to start a workplace debate. This post gives a more holistic view of the developments in ad tech in 2016, focussed on subjects and perspectives that you, the enterprising publisher, ought to care about, or find interesting. 1. Header Bidding adoption continues to rise despite publisher skepticism about higher latency Header bidding is all the rage these days. A complete chronology of industry developments can even be found in a post on AdExchanger. Here’s a brief … [Read more...] about State of Ad Tech: 2016, Year In Review