ExactDrive Advertising News

10 Significant Advertising Topics of 2015

Posted by Tim Nichols

Dec 17, 2015 8:30:00 AM

Over the course of 2015, a number of important trends have emerged in the world of online advertising and digital development. From understanding ad viewability, banner fatigue, and dynamic ads, to making use of new concepts like mobile advertising, video, and social media, every brand is constantly on the search for new ways of making their particular product or service more appealing to the masses.

In the world of marketing, online advertising is always going to be an essential way to improve your brand presence, get your voice heard, and enhance conversions, but in order to stay ahead of competitors, it's crucial that you know the latest tactics and trends in place. For instance, do you know how to utilize retargeting and behavioral targeting as a way of reaching out to your audience on a more personal level? Do you understand the risks that you face with advertising online, and how to fight back against threats like click fraud?

As we approach the New Year, now is the perfect time to cover some of the most significant advertising elements that continue to be in play, so that you can start your upcoming campaign with support from the latest, and most relevant information.

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Topics: Click Fraud, Online Advertising, Ad Viewability, Behavioral Targeting, retargeting, Facebook Advertising, Video Advertising, Mobile Advertising, Conversions, Social Media, Behavioral Advertising, Dynamic Ads, Advertising 2015, Banner Fatigue

5 Ways to Ensure Brand Safety for Your Advertising Campaign

Posted by Eric Greener

Dec 9, 2015 9:00:00 AM

Whether your company employs dozens of staff members to run on a daily basis, or you're a one-man-band who advertises your services through a blog that you write yourself, it's important to remember that one of the most important things you have is your brand image. During an advertising campaign, it becomes more important than ever to ensure that you're doing everything possible to maintain the integrity of your brand, and stopping other people from damaging the image you have struggled to create.

Although the Internet has delivered many different benefits to businesses today - particularly when it comes to finding new and innovative advertising campaign opportunities, it has also delivered a host of different threats to brands, including everything from online fraud, to unauthorized distribution and brand abuse. Even social networking - a marketing concept that has allowed companies to create a more interactive relationship with their fans and customers, has led to additional risks as brand hijackers find new ways of stealing customers.

When you're conducting an advertising campaign online, make sure you consider the following five tips for keeping your brand safe and secure.

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Topics: Click Fraud, Proximic, DoubleVerify, mDotLabs, Brand Safety, PPC Fraud, Brand Reputation, Brand Image, Advertising Fraud

How to Minimize Click Fraud in 9 Minutes

Posted by Adam Parikh

Oct 15, 2015 9:00:00 AM

Today, most companies are aware of just how useful PPC advertising can be to their overall online marketing scheme. However, the effectiveness of your PPC campaign can quickly be diminished when up to 20% of your budget is frequently wasted due to fraudulent activity. The right PPC activity can improve search visibility, drive extra traffic towards your website, and enhance customer conversion levels. In fact, research suggests that most businesses and websites online today will engage in a PPC marketing program at some point.

However, the trouble is that PPC is not immune to the malicious marketers out there that choose to manipulate the model and abuse click-through rates as a way of sabotaging their competitors. Click Fraud is a serious issue for any business that encounters it, and if left unnoticed for too long, it's an issue that can drain significant funds out of your marketing budget, while placating you with the impression that your schemes are actually successful.

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Topics: Click Fraud, Bot Traffic, CPC, PPC Fraud, PPC

How To Protect Your Online Advertising Campaign From Click Fraud

Posted by Scott Bagguley

Sep 3, 2015 8:51:00 AM

We have spent a lot of time writing and discussing the issue of fraud within the online advertising industry, specifically click fraud. If part of your advertising strategy is made up of PPC (pay-per-click) ads, then the primary concern you'll need to think about is click fraud - and the effect it could be having on your business success. Becoming a victim of click fraud means that your advertising budget quickly disappears, while potential customers are actually prevented from reaching your website.

For many small businesses, pay per click advertising is an attractive and useful marketing option. The reason for this is that it's often a fast and effective way for websites to generate traffic, boost their website ranking, and increase overall conversions. On top of that, pay per click ensures that you only have to pay for the clicks that you actually get. Although PPC can be a smart solution for website promotion, if you want your campaign to be successful, you'll need to be cautious when it comes to monitoring your PPC activity - or you could risk becoming yet another victim of click fraud.

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Topics: Click Fraud, Bot Traffic, Cost-Per-Click Advertising, Pay-Per-Click Advertising, SEM, Wasting Ad Budget, Ad Budget, Brand Safety, PPC Fraud

7 Things About Brand Safety Your Client Wants To Know

Posted by Eric Greener

Aug 25, 2015 8:30:00 AM

As more companies than ever rush forwards into an era of automated content production, digital advertising, and online presence, the idea of "brand safety" has grown increasingly important. The term "brand safety" refers to the tools and practices used to ensure that an advertisement or piece of content will not appear in a context that causes harm to the brand in question. This potentially damaging substance can fall into one of two categories: the first are hate sites, adult content, or sites covering controversial topics. The second category depends on the specifics of the brand itself.

Whether you manage a blog, personal project, or entire business website, it's crucial to be aware of the threats that currently exist online. Blogging and social networking have introduced new risks as malicious individuals search for ways to steal customers and hijack revenues. Unwarranted abuse and criticism has also been made far easier by the anonymity and ease-of-access associated with the internet. If you want to reassure your customers, and make sure that your loyal fans remain devoted to your company, then you'll need to answer questions about the following 7 things your clients need to know regarding brand safety.

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Topics: Click Fraud, Social Media, DoubleVerify, Brand Safety, Brand Personality, Brand Risks, Phishing, Brand Protection Services, PPC Fraud

How to Identify Click Fraud and Minimize Wasting Your Ad Budget

Posted by Tim Nichols

Jul 16, 2015 9:32:00 AM

How would you feel if up to 20% of your price-per-click (PPC) budget was being regularly wasted as a result of fraudulent activity? Most marketers today know that Pay-per-click advertising is a useful, and effective marketing tool that can drive traffic towards your website, improving search visibility and enhancing customer conversion. In fact, almost all websites and businesses online today that engaged in serious online marketing schemes will take advantage of PPC programs like Google AdWords at some point.

Unfortunately, although a targeted PPC campaign can be an ideal way of boosting your online traffic, it is not immune to the unscrupulous marketers out there that abuse the PPC model to sabotage competitors. Click-fraud is a serious issue to anyone unlucky enough to encounter it, and unnoticed click fraud can drain money from your marketing budget, while providing the false impression that your schemes are successful - thereby creating an even bigger problem.

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Topics: Click Fraud, Bot Traffic, Pay-Per-Click Advertising, Wasting Ad Budget, Google Adwords

ExactDrive Partners With MdotLabs To Help Detech Non-Human Traffic

Posted by Aaron Gibeaut

Jun 9, 2015 9:00:00 AM

comScore knew they were buying a great brand when they agreed a deal to acquire MdotLabs last summer. Technology and the Internet have combined to create a vast digital world that’s growing every day – and MdotLabs used innovative techniques to focuson something very important: helpingfight online fraud.

More specifically, we’re talking about protecting advertising companies from potentially malicious web traffic and ExactDrive is excited to be in partnership with mDotLabs (comScore).

Fraudulent attacks on the digital advertising industry are a big issue and, as such,protecting an advertising campaign has never been more necessary. Non-human traffic, click-farms and other shady bot-related activities gobble up roughly $14 billion in advertising spend. That figure is thought to amount to between 25% and 50% of ad spend per campaign.

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Topics: Click Fraud, Bot Traffic, Company News, Partner Spotlight, Non-Human Traffic, mDotLabs, comScore

Is Online Advertising Fraud Still A Massive Problem?

Posted by Brendan Beckham

Jun 8, 2015 10:24:11 AM

Before 2011, it was thought that the problem of online advertising fraud was more or less contained. Pay-per-click advertising was still experiencing huge growth, but much of the fraud activity and many of the practices had been seen and countered.

Google themselves have long since acknowledged the need to clamp down on fraud. Google is a business like any other; people need to trust them. For instance, they knew that if they failed to detect click-through fraud, then advertisers would lose faith in their brand. There’s nothing quite like a potential drop in profits to kick-start a company into taking action.

Bots, click farms and the like were treated as a priority for the company. And for good reason. Google used experts like Professor Alexander Tuzhilin to draw up best practices for preventing click fraud and things seemed to be working.

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Topics: Click Fraud, Online Advertising, Bot Traffic, Pay-Per-Click Advertising

The Changing Face Of The Online Marketing Industry - StartUp Beat

Posted by Tim Nichols

May 29, 2015 1:24:38 PM

This article appears as a guest post on StartUpBeat.com.

It’s been almost half a decade since the Internet overtook television as the preferred medium for advertising, and with the advent of ever-more sophisticated mobile delivery mechanisms, 2015 promises to be yet another big year for online marketing. Perhaps the only thing getting in the way of this otherwise inexorable momentum, however, is the persistent lack of transparency undermining the industry.

First, the good. Most businesses have already established some sort of online advertising presence–even if that only extends to do-it-yourself social media outreach–and those businesses that haven’t increasingly understand the need to take their advertising arms digital. Spending continues to rise, both in raw terms and in relation to the overall marketing and advertising sector. And given the deepening popularity of e- and mobile commerce, there is no reason to expect demand won’t, also.

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Topics: Media Buying & Planning, Click Fraud, Ad Viewability, Online Marketing

How To Avoid Wasting Budget With Online Advertising

Posted by Scott Bagguley

May 19, 2015 9:14:17 AM

There is an ongoing problem with online advertising – that of fraudulent traffic. According to research, over a third of traffic generated from online ads is fraudulent. Bot traffic cheats advertisers because marketers usually pay for ads whenever they are loaded in response to users hitting a web page (regardless of whether the users in question are real).

That’s clearly no good. If you’re going to the trouble of creating content, placing ads and monitoring your campaigns, you want to know that your paid traffic is actually authentic.

Some businesses are reluctantly resorting to cutting back on advertising spend; others are using sophisticated methods to analyze their audiences. Ultimately, it’s up to you which direction you take your advertising strategy, but there are a number of ways in which you can cut back on spend wastage.

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Topics: Click Fraud, Online Advertising, Wasting Ad Budget, Online Media Verification

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