Publishers are tackling the issue of viewability with big-time data, and they are forging partnerships to see help in doing just that. On the other side of the coin, brands are honing how they’re measuring their programmatic efforts all the while looking at quality and audience in real-time. Let’s not forget that fraud is (still) a huge issue to everyone involved, and there was a bit of finger-point this week and some new efforts to curtail that garbage traffic.
Here are a few highlights from some of the industry news we came across this week.
- Gannett Ramps Up Its Viewability Data as New ‘Gravity’ Ad Units Soar (AdWeek) — Simply put, advertisers want their ads to be seen. Simply put, publishers want advertisers to pay them money to run those ads. More examples of publisher taking on the viewability issue head on are making headlines lately, and here is the most recent example.
- Programmatic Brand Advertising: Measurement’s Perfect Storm (MediaPost) — In as dynamic an ecosystem as the online advertising one is, it’s often good to get some insight into how the other side thinks. Publishers, see how brands are measuring success on the programmatic campaigns they’re paying to run on your websites.
- Who’s really to blame for ad fraud? (Digiday) — We all know it’s a problem that needs to be addressed. Some see the first step in curing this plague is finding the root of the problem. This, unfortunately, can lead to finger pointing.
- Here’s How The Ad Industry Proposes To Stop Online Ad Fraud (BusinessInsider) — Speaking of fraud, the constant discussion is turning into conversations about how to fix it. That can’t be a bad thing, right?