Conference Paper – “Combat Fraud to Drive ROI” – comScore/Krug/Kellogg
Fraudulent and non-human traffic creates serious issues for all sides of the online advertising industry. While the common strategy of blacklisting domains can help advertisers reduce wasted impressions, it blocks potentially valuable audiences – hurting the reputation, yield and CPMs of the publishers involved – and only partially solves the problem for the advertiser.
Understanding the pitfalls of common approaches, we developed an automated system to manage invalid traffic at the impression-level, improving delivery beyond domain- and site-level blacklisting.
We will be sharing learnings to help advertisers, agencies and publishers combat fraud, reduce waste and ultimately improve quality of effectiveness research in digital.
From MediaPost (Accenture) – “Global Consumer Awareness of Blockers Reaches Critical Mass”
Accenture has released a global research study of ad blocking among 28,000 consumers in 28 countries. Fully 61% of respondents were aware of ad blockers, and 42% said they would pay to remove ad interruptions.
Gavin Mann, Accenture’s global broadcast industry lead, said, “The industry needs to do everything possible to make ads less of an infringement on precious screen time, by building on early successes that deliver targeted, relevant and entertaining ads.”
A notable takeaway was not to make the mistake of putting the majority of effort into fighting ad blocking; it’s an impossible battle to win. The company recommends focusing on moving the entire ecosystem forward and making advertising less invasive and more personalized.