Fraud And Viewability Confound The Digital Advertising Ecosystem

Marketers want to know that they're getting what they paid for when it comes to digital advertising on desktop and mobile devices in display and video, and that seems like a reasonable expectation. But determining that is complicated by the multiplicity of platforms and the intertwined issues of fraud and viewability that affect and cost both marketers and publishers.

Two basic questions: Which to tackle first – fraud or viewability? And how to tackle them? There are 17 MRC-certified measurers of viewability, many of which also detect fraud. When it comes to viewability, each of the 17 has its own way of measuring, and no two ever deliver the same results when measuring the same ad campaigns. Further, there is no way, as of this writing, to reconcile their differing results. Competing standards for what is and is not a viewable ad only compound these issues. This Webinar explores the state of fraud and viewability.

Agenda:

• How much fraud is being committed on desktop, mobile, and video?
• What is the status of the viewability initiative (the IAB/MRC versus Group M)?
• What vendors measure for viewability and what vendors measure for fraud?
• What should you tackle first: fraud or viewability? And how much will it cost?

Key takeaways:

• Better understand the nuances of this intertwined issue.
• Learn the scope and scale of the fraud problem.
• Hear about the competing viewability standards.
• Learn what vendors are accredited to tackle these intertwined questions.
• Leave with a better understanding of what you, as marketers and publishers, need to do to get both fraud and viewability under control. Learn what sort of content supports a paywall.

Vendors mentioned: Adapper, AdLook, Appnexus, Chartbeat, comScore, Double Verify, Integral Ad Science, Meetrics, Moat, Pixalate, RealVu, Sizmek, and Yahoo