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Showing posts from May 22, 2017

To purge fake ad sellers from digital advertising, IAB Tech Lab launches ads.txt

The IAB Tech Lab has introduced a tool to help eliminate counterfeit and unauthorized inventory by cutting illegitimate sellers out of the supply chain.Called ads.txt, the solution enables publishers to declare publicly which sellers are authorized to sell their inventory in a file posted to their domains. Like a robot.txt file, ads.txt ensures trust because the file must be posted to the site by the publisher. Publishers can also update the text file easily with data available in the OpenRTB protocol.Programmatic buyers can then scan ads.txt files to compile lists of authorized sellers for each publisher in order to screen out untrustworthy impressions and verify the authenticity of impressions being sold. Ads.txt was developed by the IAB OpenRTB Working Group, and in addition to publishers, it supports ad networks, exchanges and content syndication partnerships in which multiple authorized sellers represent the same inventory.To learn more about this initiative, read the full articl…

At IAB Programmatic Symposium, digital advertising looks to grow up

“Like Tom Hanks [in the movie ‘Big,’], we have to grow up.”That’s how Michael Barrett, president and CEO of ad tech firm Rubicon Project, described the central task of digital advertising in his keynote address last week at the Interactive Advertising Bureau’s (IAB) Programmatic Symposium in New York City.About 80 percent of all online advertising is now programmatic, a status that would be cause for celebration of technological progress in any other industry.But, as Barrett and other speakers pointed out, any other industry wouldn’t have brands wondering how much they are actually paying for their ads, if their ads are seen by humans, or whether their ads were actually delivered to the right places.After a decade of growth, the consensus at the symposium is that programmatic ads need to start acting like adults and taking responsibility for their behavior.[Read the full article on MarTech Today.]

via Marketing Land

Eye-tracker Tobii acquires fellow eye-tracker Sticky

What Sticky’s software sees through panel members’ webcams. Eye-tracking pioneer Tobii Group has acquired webcam eye-tracker Sticky, of which it previously owned a minority share. Deal terms were not made public.The new combo, Tobii Pro President Tom Englund told me, provides a broader solution for brands and agencies, some of whom are now using eye-tracking on a regular basis to determine user attention, ad recall, emotional feedback and other responses to ad campaigns.The Sweden-based Tobii focuses on specialized hardware employing custom glasses or adapted monitors, which are used primarily in labs for intensive studies.[Read the full article on MarTech Today.]

via Marketing Land

Ad fraud detection: A guide for marketers

Ad fraud seems to consistently produce news headlines in the advertising world. Half the time it’s people claiming that the sky is falling, while the other half claim, in essence, “no big deal.” There are obvious biases to take into account, but the net result is a ton of noise.This is unfortunate, because it’s a topic that begs for education, especially for marketers new to display advertising. So we need to keep talking about it, even if it’s uncomfortable to acknowledge.Ad fraud is particularly important for marketers to understand. If you don’t detect and avoid fraud, it will poison all other areas of optimization: context (brand safety), viewability and performance.After all, context and viewability are irrelevant if human eyes do not see the ads.Source: AdProfs, “The Beginner’s Guide To Digital Ad Fraud“ In this article, I highlight some techniques for detecting the warning signs of ad fraud, including pitfalls to avoid when it comes to dealing with ad fraud detection as a market…

A visual guide to Pinterest advertising

Pinterest has slowly been building itself up as an advertising alternative to Google and Facebook over the past 12 months.The company’s focus has historically been on building an engaged user base through its intuitive, visual interface.As a social network, it has always offered something a little different.However, advertisers have been skeptical about whether Pinterest could ‘monetize’ this model, due to the nature of engagements users have and also the demographics that typically spend time on the site.Those concerns have not been allayed altogether, but Pinterest has made some fascinating moves of late. They have launched a paid search partnership with Kenshoo, completely upgraded theirvisual searchcapabilities, and expanded their reach by adding a newGoogle Chrome extension.By combining an engaged user base with advertising that doesn’t disrupt their experience, Pinterest may have a formula that works in an age of ad blockers and decreased consumer attention spans. Their stated a…