Ad blocking rates must be directly measured; other ways of estimating it based on counting downloads is not accurate. There are also differences between desktop versus mobile which should be broken out. Mobile ad blocking is on the rise due to the adoption of browsers that block ads and trackers natively.
Many still think that ad fraud is lower in mobile. It's not lower; it's just that current fraud detection cannot detect it. Examples and case studies about the rampant fraud in mobile - betcha didn't know.
Much more data and case studies included. Good advertisers and good publishers are making significant headway against fraud that impacts their own businesses. This cannot be said more generally of the broader digital advertising ecosystem where fraud remains rampant, because it is allowed to be.
You all knew this, right? The adage "you get what you pay for" never held more than it does in digital media. Buying low CPM impressions doesn't save you money if you spend the same budget. Buying better media so your ads are shown to humans leads to better outcomes. And notice the conversions are done by humans.
Procurement can play a crucial role in fighting ad fraud; by helping marketers to move away from easily faked quantity metrics, to real business outcome metrics. And also removing misaligned incentives - like buying ultra low cost CPM inventory.
Ad blocking must be directly measured, not estimated from the number of downloads of ad blocking extensions or ad blocking mobile browsers. In mobile, due to app store rules, one app may not interfere with the operation of another app, which includes calling for ads. So unless users use an ad blocking browser or specifically configured proxy server, ads are NOT blocked in mobile. Our data confirms 100% of ads are loaded in mobile, in the U.S. And ad blocking may be irrelevant to advertisers because good publishers do not call for ads when an ad blocker is active (they respect consumers' wishes or they have asked them to whitelist the site).
Ad blocking rates must be directly measured; other ways of estimating it based on counting downloads is not accurate. There are also differences between desktop versus mobile which should be broken out. Mobile ad blocking is on the rise due to the adoption of browsers that block ads and trackers natively.
Many still think that ad fraud is lower in mobile. It's not lower; it's just that current fraud detection cannot detect it. Examples and case studies about the rampant fraud in mobile - betcha didn't know.
Much more data and case studies included. Good advertisers and good publishers are making significant headway against fraud that impacts their own businesses. This cannot be said more generally of the broader digital advertising ecosystem where fraud remains rampant, because it is allowed to be.
You all knew this, right? The adage "you get what you pay for" never held more than it does in digital media. Buying low CPM impressions doesn't save you money if you spend the same budget. Buying better media so your ads are shown to humans leads to better outcomes. And notice the conversions are done by humans.
Procurement can play a crucial role in fighting ad fraud; by helping marketers to move away from easily faked quantity metrics, to real business outcome metrics. And also removing misaligned incentives - like buying ultra low cost CPM inventory.
Ad blocking must be directly measured, not estimated from the number of downloads of ad blocking extensions or ad blocking mobile browsers. In mobile, due to app store rules, one app may not interfere with the operation of another app, which includes calling for ads. So unless users use an ad blocking browser or specifically configured proxy server, ads are NOT blocked in mobile. Our data confirms 100% of ads are loaded in mobile, in the U.S. And ad blocking may be irrelevant to advertisers because good publishers do not call for ads when an ad blocker is active (they respect consumers' wishes or they have asked them to whitelist the site).
Directly measured ad blocking rates are more accurate than estimates based on self-reported surveys or counts of downloads of ad blocking browsers. U.S. consumers have downloaded adblocking browsers but do not use them regularly.
The results confirm last month's observations that ad blocking is lower among good publishers, and industry estimates.
Marketers do their own experiments to determine the effectiveness of digital ads. The best way is to go dark for a short period of time and see if there is any change to business outcomes.
Good publishers have real human audiences. Advertisers should value real human audiences because their ads will be shown to humans. By focusing on good publishers, marketers can get more ROI from their digital campaigns; good publishers will earn what they deserve; and ad fraud will be significantly reduced.
Digital ad fraud is so bad, I could not wait another quarter to update the numbers, based on recent research. The difference in quality is so dramatic, it is worthwhile just buying clean to begin with. Savvy marketers are already starting to do this.
A handful of apps caused the vast majority of fraudulent display impressions in mobile. These apps were loaded by fake mobile devices and used solely to load ad impressions.
Marketers often rely on fraud filters to detect fraud and prevent their ads from being shown to bots. But in this study, it is clear that none of the fraud filters work and in some cases the fraud was higher when the fraud filter was ON (because bad guys are specifically targeting filtered inventory to earn more money.)
Marketers should always insist on detailed reports; otherwise they are sure to be ripped off and not get what they thought they bought, in digital media. The charts collected over the years show that the reality is usually the opposite of what people expected.
Notice the trend over many years. It doesn't change much. Display ad click through rates are in the 0.1 - 0.2% range. So if you are getting 1% CTR or 10% or even 100% click through rates, something is wrong. Double check it.
Everyone has different numbers on viewability. So we did this study to get to the truth, using directly measured data, at impression-level granularity, with no sampling. It categorically shows good publishers have much better viewability -- e.g. 2X better than open exchanges.
From two reputable exchanges (platforms) at every CPM price point, only 60 cents of every dollar goes towards working digital media. The rest can be considered "mark up" or margin taken by the middlemen.
In 2021 some marketers are still asking whether ad fraud is real and whether it is pervasive. This serves as a simple reminder of some of the evidence collected over the years.
If we can cut off this outflow of dollars from the digital ad ecosystem, there will be 4 - 7X more digital ad dollars left for good publishers. Currently, marketers dollars are flowing straight out of the digital ecosystem into the pockets of cybercriminals.
So much misinformation out there about digital ad fraud. Most numbers come without context. And that is a problem. Here are some charts updated with the latest data; internally consistent.
Directly measured ad blocking rates are more accurate than estimates based on self-reported surveys or counts of downloads of ad blocking browsers. U.S. consumers have downloaded adblocking browsers but do not use them regularly.
The results confirm last month's observations that ad blocking is lower among good publishers, and industry estimates.
Marketers do their own experiments to determine the effectiveness of digital ads. The best way is to go dark for a short period of time and see if there is any change to business outcomes.
Good publishers have real human audiences. Advertisers should value real human audiences because their ads will be shown to humans. By focusing on good publishers, marketers can get more ROI from their digital campaigns; good publishers will earn what they deserve; and ad fraud will be significantly reduced.
Digital ad fraud is so bad, I could not wait another quarter to update the numbers, based on recent research. The difference in quality is so dramatic, it is worthwhile just buying clean to begin with. Savvy marketers are already starting to do this.
A handful of apps caused the vast majority of fraudulent display impressions in mobile. These apps were loaded by fake mobile devices and used solely to load ad impressions.
Marketers often rely on fraud filters to detect fraud and prevent their ads from being shown to bots. But in this study, it is clear that none of the fraud filters work and in some cases the fraud was higher when the fraud filter was ON (because bad guys are specifically targeting filtered inventory to earn more money.)
Marketers should always insist on detailed reports; otherwise they are sure to be ripped off and not get what they thought they bought, in digital media. The charts collected over the years show that the reality is usually the opposite of what people expected.
Notice the trend over many years. It doesn't change much. Display ad click through rates are in the 0.1 - 0.2% range. So if you are getting 1% CTR or 10% or even 100% click through rates, something is wrong. Double check it.
Everyone has different numbers on viewability. So we did this study to get to the truth, using directly measured data, at impression-level granularity, with no sampling. It categorically shows good publishers have much better viewability -- e.g. 2X better than open exchanges.
From two reputable exchanges (platforms) at every CPM price point, only 60 cents of every dollar goes towards working digital media. The rest can be considered "mark up" or margin taken by the middlemen.
In 2021 some marketers are still asking whether ad fraud is real and whether it is pervasive. This serves as a simple reminder of some of the evidence collected over the years.
If we can cut off this outflow of dollars from the digital ad ecosystem, there will be 4 - 7X more digital ad dollars left for good publishers. Currently, marketers dollars are flowing straight out of the digital ecosystem into the pockets of cybercriminals.
So much misinformation out there about digital ad fraud. Most numbers come without context. And that is a problem. Here are some charts updated with the latest data; internally consistent.
Ad Fraud is at its highest point ever. Yet detection of fraud is at its lowest point ever. Hmmm. It's probably because the bots are better at hiding so the detection is catching less and less of it.
Human audiences are scarce and valuable; if you want "traffic" or "inventory' there's plenty of that, even at low cost (because it's generated by bots -- i.e. NHT - non-human traffic).
Good publishers are left with a small portion of the ad spend, after fraud siphons the dollars out of the ad ecosystem into the pockets of the bad guys. Once the fraud is cleaned up, a lot more ad revenue opens up for good publishers (the ones that have human audiences, and good business practices).
We've come a long way in terms of getting the industry educated about ad fraud. And now there are even case studies of advertisers and publishers taking measurable actions that reduce bots and fraud. There is still a lot of work ahead and the first step is to realize we can't let our guard down now; we must be ever more vigilant and aggressive in protecting the digital ad ecosystem.
what are things that performance marketers can do themselves to reduce their exposure to ad fraud? They dont need specialized verification tech; they just need to know where to look in their own analytics and what to look for. Here are some starting points.
presentation on ad fraud and ad blocking, and the intersection with bots -- bots dont use ad blocking and their fraudulent activities mess up measurement and ROI
Marketers can look in their own analytics and detailed reports to identify ad fraud and clean it up. There is little need to use 3rd party fraud detection tech that is proven to not work.
Ad fraud steals ad budgets and negatively impacts the class action notice industry - ads are not put in front of humans, but instead are shown to bots (software programs that load webpages). Bot don't complete claim forms; humans do.
Despite the use of fraud detection technologies, notice providers should use "best practicable" actions to verify the campaign analytics to see if ad fraud still gets through.
The primary objective of the presentation is to summarise the Ebay methodology for an experiment. Titled “Consumer Heterogeneity and Paid Search Effectiveness: A Large Scale Field Experiment”
Designed to measure the causal effectiveness of paid search ads. The premise of the experiment is encapsulated by the Null Hypothesis.
Null Hypothesis: Ho: β≥0
There is “hidden value” in “non-branded” user searches.
The Alternative Hypothesis: Ho: β<0
There is no “hidden value” in “non-branded” user searches.
The second objective is the adaptation of a series of experiments conducted by eBay in 2014 for GoCity.
Reject the null hypothesis as there is limited value hidden in non-branded searches
Ad fraud is very bad. But no matter how big the number reported, brands often don't think it affects them -- i.e. it's someone elses' problem. Here are 3 case studies of marketers taking a look for themselves and solving ad fraud by putting in place best practices and processes to continuously monitor and reduce fraud, without using fraud detection tech.
Advertisers have deployed technology and relied on new industry standards to reduce wasted ad spend due to fraud and low viewability. But have those actually worked to drive up RoAS (return on ad spend)? Research data suggests that there are still high amounts of ad fraud that remains to be cleaned up and that the fake traffic, impressions, and clicks further corrupt the analytics that advertisers use to measure the success of their campaigns. Hear practical recommendations from Dr. Augustine Fou, independent cybersecurity and ad fraud researcher, on how to measure and mitigate ad fraud using high tech tools and low tech techniques.
how the money flows from the advertisers through the ad tech intermediaries to longtail, fraud, and fake sites, with the help of botnets and traffic sellers
bad guys started with fake websites, then moved to loading ads only to save time and bandwidth; now they are simply faking bid requests and flooding exchanges
Previous studies that addressed the impact of losing third party (“3P”) cookies on ad revenue did not clearly differentiate between the impact on ad tech intermediaries versus on publishers. Instead of “advertiser CPMs” (what advertisers pay) this study uses “media CPMs” (what the publishers get) to better isolate the impact of tracking vs no tracking on publishers.
“In addition to the ad fraud itself, bad guys make money by selling the “picks and shovels” too – e.g. bots, traffic, clicks, malware, fake apps, etc. They have an entire ecosystem to extract value. What follows are just a few examples, scratching the surface.”
The original idea of the digital media trust collaborative is was sharing threat intelligence to more quickly remove fraudulent domains and apps from media buys.
most buyers who buy in programmatic channels think they are getting enormous "reach" -- i.e. their ads are shown on many sites; but this data shows the exact opposite is true. Their ads are being shown on a small number of sites (less than 1,000); the buyers might as well have bought more direct from good publishers.
digital ad fraud is as rampant as ever; new ripples caused by privacy regulations are starting to affect the market. and more BS from trade associations pretending to be doing something
Using Google Analytics to find abnormal traffic and fraud; this is a how-to, to get hourly charts instead of daily rolled-up or averaged data, which hides the fraud.
from the IAB FY 2019 advertising revenue report, we show that CPM and CPC ads represent 92% of all digital spend; these are the favorite targets of fraudters
FouAnalytics is an alternative to Google Analytics, but with fraud and bot detection baked in. Marketers can use FouAnalytics to look at their own campaigns, find the domains and apps that are eating up their budgets fraudulently, and turn them off, while the campaign is still running. How does that compare to your blackbox fraud detection that just gives you a percent IVT number?
FouAnalytics - site analytics and media analytics for practitioners to detect fraud and take action themselves - on-site tags and in-ad tags measure sites and ad impressions, respectively
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
Metaverse Marketing in the Generation of the Internet - Eugene Capon
August 2017 - Naked Ad Calls Study
1. August 2017 / Page 0marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
“Naked Ad Calls” Study (August 2017)
Marketing Science analyzed 50 million ad impressions and measured for bot
activity and other suspicious activities known to be used to inflate impression
counts - specifically, “naked ad calls.” This form of fraud can be done by bots,
malware, auto-refreshing of ad units, stacked redirects or other forms of cheating.
There was a good correlation between “naked ad calls” and “bottom of the barrel”
impressions (lowest cost CPMs) purchased from open exchanges. BUYER BEWARE.
KEY FINDINGS (labeled in the chart below)
1. Good publishers call ads when the page is loaded – no impressions were
served without pages; also much less other problems like viewability and bots
2. On exchanges, an average of 20% of the impressions were called and served
without a page – “naked ad call.” Other problems like not viewable
impressions and bots added up to an average of 47%.
3. When buying low cost inventory (“Bottom of Barrel”) naked ad calls averaged
nearly 30%. Factoring in viewability and bots, 77% of the impressions were
problematic or useless.
Good Publishers
Exchange Media
Bottom of Barrel
47% avg
77% avg
“Naked ad calls” are ad impressions served without webpages
11% avg