February 2, 2018

Advertisers Fight Back Against Fraud and Unsafe Placements

Two-Thirds of Advertisers Have Seen Brand Unsafe Ad Placements: GumGum Report


Yesterday’s newsletter looked at marketers who treat consumers poorly. Today, let’s look at marketers getting poor treatment from ad channels. Start with research from image analysis vendor GumGum, which found that 67% of brands have seen at least one brand-unsafe ad placement. Actual consequences are limited: 47% had seen social media criticisms but just 2.3% had lost more than $100,000 in revenue. Nevertheless, nearly half (48%) said they’d adopted a technology to avoid these problems in the past year, bringing the total using such technology to 86%.

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Programmatic Ad Buyers Working to Improve Control: TRUTH Survey


More broadly, a study by the TRUTH media agency found 79% of ad buyers are concerned about the level of transparency in programmatic advertising, with 37% citing ad fraud and 23% citing brand safety as specific issues. On the bright side: 70% said they were taking action to improve their confidence.

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Ads.txt Adoption Passes 50%: OpenX Study

Business Wire

More good news: ad exchange OpenX reported that more than 50% of top publishers had adopted the ads.txt standard, which prevents fraud by listing companies that are authorized to sell their digital inventory. Ads.txt was developed by the Interactive Advertising Bureau (IAB) and launched last May, so this is very fast adoption.

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