Video Essentials

Combatting Ad Fraud: Strategies From Video Marketing Experts

Too often, brands and agencies pay for video ad placements that either appear on low-quality pages or never get served at all. There are a wide variety of ways ad fraud can take place. With so much money at stake, bad actors have emerged trying to siphon off a little piece for themselves. That’s why combatting ad fraud is an essential to help the video ad industry grow.

combatting ad fraudTo find answers on combatting ad fraud, and VideoAmp spoke to a few industry players in C Space at this year’s CES. Here’s what they had to tell us. Scroll down to watch the full video.

Ads.txt Is the Future

“One of the most interesting and promising developments within fraud has been the Ads.txt movement,” says Andrew Smith, senior vice president for product strategy at Grapeshot. “I believe the adoption there has been pretty strong both from the sell-side and the buy-side. To me, that’s one of the table stakes conditions that needs to occur is participation in programs like that. I would say that fraud is something that is an ever-evolving area and it’s not as cut-and-dried as something like viewability, so it requires standardization, and I don’t see that as something that’s currently in the marketplace today.”

This Calls for Cooperation

“Ad fraud, I think, is a widespread issue that as an industry we have to come together on,” says Jarvis Mak, chief customer officer at Alphonso. “It’s coming together on different standards, it’s working with entities like Moat, IAS, and DoubleVerify, but working cooperatively. I think it’s really about making sure that we know and they know what they define as being a bad actor, and how we can work together to identify those so we can serve appropriate inventory”

Insist on Tag Certification

“There’s also a process which we are just completing called tag certification,” explains Matt Kaplan, senior vice president of digital ad sales at Univision. “That’s an initiative that was launched by the 4A’s, the ANA, and the IAB to certify sites as being high quality in terms of their supply chain, so having high-quality inventory”

Watch the full video for more on combatting ad fraud.


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