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Raising the Bar in Quality sponsored by OpenX - DPSE, 10/7/15

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Digiday
Digiday

Andrew Buckman from OpenX's presentation from the Digiday Publishing Summit in Barcelona - October 7, 2015.

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Andrew Buckman, OpenX
Ad Fraud: How Big Of A Problem Is It?
Factors For Quality Traffic Is it safe? Consideration of the surrounding page content and the context of the site Is it seen? Tracking of the position of ads on publisher pages to determine whether they were visible on the user’s screen Is it Real? Monitoring and filtering of non-human traffic or incentivized traffic Brand Safety Viewability Fraud / NHT Detection
Ad Quality - Issues •  Malware •  Auto-play audio andvideo •  Pop-ups •  Redirects •  Mimics system messages •  Unbranded or annoying ads •  Brand and block list violations
researchExchangeWire Marketplace quality is a serious issue in Programmatic 94% Programmatic is NOT more risky than other channels 65% Programmatic advertising offers good value for money 95% If quality issues were resolved, investment in programmatic would increase 84%
What can you do to help?
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Raising the Bar in Quality sponsored by OpenX - DPSE, 10/7/15

  • 2. Ad Fraud: How Big Of A Problem Is It?
  • 3.
  • 4. Factors For Quality Traffic Is it safe? Consideration of the surrounding page content and the context of the site Is it seen? Tracking of the position of ads on publisher pages to determine whether they were visible on the user’s screen Is it Real? Monitoring and filtering of non-human traffic or incentivized traffic Brand Safety Viewability Fraud / NHT Detection
  • 5. Ad Quality - Issues •  Malware •  Auto-play audio andvideo •  Pop-ups •  Redirects •  Mimics system messages •  Unbranded or annoying ads •  Brand and block list violations
  • 6. researchExchangeWire Marketplace quality is a serious issue in Programmatic 94% Programmatic is NOT more risky than other channels 65% Programmatic advertising offers good value for money 95% If quality issues were resolved, investment in programmatic would increase 84%
  • 7. What can you do to help?