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May 18, 2015 6:16:00 PM

ExactDrive And DoubleVerify Partner To Offer Online Media Verification Solutions

When it comes to online advertising campaigns, effectiveness is clearly everything. No business wants to waste any of their ad spend, that much is obvious. But what other areas can we look to improve ROI? The trouble with many online ad campaigns is that there is often a lack of visibility. It can be hard to make data actionable and to create consistent, meaningful measures. That is to say, there’s often a lack of accountability. ExactDrive's partnership with DoubleVerify helps us provide our advertising clients with media transparency and accountability that delivers the absolute highest level of impression quality for maximum advertising performance.

Campaigns are very much seen as either a success or a failure. But like a lot of things, it’s not always black and white - there are also shades of grey. And with online ad campaigns, there are lots and lots of shades.

However, why not let DoubleVerify shed some light and help you out?

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Mar 12, 2015 8:00:00 AM

The Biggest Problems With Online Advertising And How You Can Fix Them

Digital marketing plays an ever more central role in most business's marketing plans. From retargeting, to social; there are plenty of creative and cost effective ways to get your brand under the noses of hundreds, if not thousands of potential customers.

However, despite the many benefits of touting your brand on the internet, online advertising continues to be plagued by fraud and viewability issues, as well as low creative standards, leading critics to question its effectiveness, and future.

Is online advertising broken?

Some say that display advertising has some fundamental problems that may never get fixed. They argue that it suffers from low click-through rates (0.1% on display ads), widespread click fraud and low viewability – (only half of the ads served online are actually seen by users). Concerns have also been voiced about the "creepy" nature of retargeting, irritating pop-ups and the prevalent use of ad-blocking software.

So is it broken?

We don’t think so. It’s just suffering from an image problem, and progress is already being made to fix the issues. For example, the Media Rating Council (MRC) and the Internet Advertising Bureau (IAB) recently released their ‘Viewable Impression Measurement Guidelines’, which set out parameters to measure viewable impressions. They state that 50% of pixels must be in the viewable portion of an internet browser for a minimum of one second, (two seconds for video ads), to qualify as a ‘viewable’ display impression.

By adopting this standard, marketers and publishers will benefit from the improved quality and accountability of their digital advertising efforts.

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Mar 4, 2015 8:00:00 AM

Click Fraud: Expectations Vs. Reality

American businesses will spend over $43 billion on online banner and display ads this year, and yet nearly half of all the ad clicks will be fraudulent or fake. They will be performed by bots, which areautomated computer programs that browse the web masquerading as humans, for the purpose of committing click fraud.

Click fraud is one of the biggest challenges facing the digital advertising industry today. Millions of online advertising dollars go to waste due to bots, click fraud, and out-of-sight placements. And click fraud is becoming increasingly sophisticated.

Bots can imitate the behavior of consumers, by watching a video or making an online purchase. Videos cost more to create, so CPMs are higher, making them a prime target for fraudsters. According to the Association of National Advertisers (ANA), bots account for 23% of video ad views.

As an industry, digital advertisers are worried about click fraud - and they are right to be, but sometimes people assume something is click fraud when it’s not.

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Feb 19, 2015 8:00:00 AM

What the Heck Is Ad Viewability?

Do you knowexactlyhow many people are viewing your online ads? No? Well its sad to say that it’s probably a lot less people than you think. In fact, a study by Google found that more than half (56.1%) of online display ad impressions are not seen by consumers. This means that you may have effectively been throwing your digital ad money away.

Impressions verses viewability

Advertisers have traditionally used impressions as a metric to measure ad performance. Yet many of these impressions result from page visits in which the visitor never actually sees the ads, either because they’re displayed too low, or worse — the impression is down to a bot.

The way around this is to embrace ad viewability - which looks at whether an ad is actually in-view to readers on publishers’ websites.Advertisers that embrace ad viewability over impressions will learn which placements are worth the investment.

Above-the-fold (ATF) impressions, for example, do not promise ad viewability. In fact, less than half of ATF impressions are actually viewable, due to the fact that: Many visitors start scrolling down as soon as they visit a page and see top ads for less than a second and ad vendors self-categorize what constitutes “above” and “below” the fold, which can persuade clients into over-paying for a less-than-suitable placement.

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Feb 11, 2015 8:00:00 AM

Watch Out: How Click Fraud Is Taking Over And What To Do About It Part 2

Click fraud has been around since the beginning of internet advertising and fraudster’s methods have become more advanced over the years, leading to sophisticated BattlestarGalactica-like internet bots that mimic human behavior with false clicks.

Whether you know it or not, your brand is shelling out money for clicks that did not come from humans, and the problem is endemic. In 2014, click fraud cost advertisers $11 billion and unfortunately, it is easier to get away with than cross checking in hockey, or late hits in football.

What is Click Fraud?

Click fraud is a method used by competitors who are frustrated with seeing a certain company’s ads appear above their own. By employing people (or bots) to commit click fraud on their behalf, their aim is to spend your daily budget before the day has even begun.

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Feb 6, 2015 8:00:00 AM

Watch Out: How Click Fraud Is Taking Over And What To Do About It Part 1

If you've been affected by click fraud, how should you deal with it? Marketing analytics can help. Have you ever visited a social media site, seen a not-so-interesting story with thousands of likes, and clicked on it, mainly because others were clicking? If you answered yes, you may have been duped by click fraud - and you are not alone.

The Wall Street Journal last year reported that 36 percent of Web traffic is spawned by click fraud programs and bots, and the cost to the global digital display advertising industry was approximately $11.6 billion in 2014.

The statistics are shocking, but don’t fret - this blog will show you what to watch out for and how to deal with click fraud, when traversing cyberspace.

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Jan 5, 2015 7:30:00 AM

Bot Fraud Accounts For $6 Billion Loss In Digital Advertising

According toresearch conducted by digital security firm White Ops and the Association of National Advertisers (ANA), nearly a quarter of video ad impressions are triggered by "bots;" (automated entities that mimic the behavior of humans by clicking on ads and watching videos) and11% of display ads are viewed by fake consumers, created by cyber criminals with the purpose of taking a slice of the billions of dollars spent on digital advertising each year.

The White Ops/ANA study is one of the most comprehensive on the subject of online fraud in digital advertising. It analyzed 181 campaigns from 36 ANA member companies, over a two-month period earlier this year.Ad budgets ranged from $10 million to more than $1 billion and brands ranged across nine vertical categories. Tagged to identify bot fraud, the ads accounted for 5.5 billion impressions in 3 million domains.

The findings

The study found that while some bot fraud was triggered by fake websites, the majority of it(67%) came from bot nets taking over unsuspecting users’ home computers. As users logged into services such as Gmail, Facebook and Twitter, the bots infiltrated their systems and mimickedthe user’s behavior; sophisticated bots were able to move the mouse and move the cursor over ads;they also put items in shopping carts and visited websites to generate cookies, in order to appear more demographically appealing to advertisers and publishers.

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Nov 4, 2014 8:00:00 AM

How To Avoid Becoming A Victim Of Click Fraud

If somebody were to tell you that up to 20% of what you spend on pay-per-click (PPC) advertising may be wasted due to fraudulent activity such as click fraud, would you be worried?

You may be wise to be weary, as click fraud is endemic in the online advertising business, with some marketers claiming that up to 50% of their billed-for ads are generated by non-human traffic.

What is Click Fraud?

Frequently seen in the pay-per-click world, click fraud is the act of clicking on an advert with malicious intent, rather than from any real interest in the advertiser’s offerings. The practice istypically carried out by a competitor or faux middleman, in order to drive campaign costs up to the point that the advertiser has to curtail advertising spends. This paves the way for the competitor to increase their market presence, clicks and sales.

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Dec 19, 2013 6:47:00 AM

Pixalate Cracking Down On Click Fraud, Bot Traffic and Ad Viewability

I recently spoke with Jalal Nasir, CEO of Pixalate, a leading real-time ad analytics platform that helps advertisers and ad networks detect fraud and get performance data to improve their digital marketing campaigns and optimize media spend.

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Feb 18, 2013 10:01:00 AM

Click Fraud Hurts Pay Per Click Advertising

Almost as soon as pay-per-click (PPC) advertising was invented click fraud became a problem, a nasty thorn in the side of an otherwise constructive way to advertise on the Internet. As smart phone users become more mobile web savvy and the uptick in online advertising continues to trend, businesses will begin to find more lucrative and safe methods of advertising on the Internet. Pay-per-click advertising has long been a very popular (and successful) way to advertise on the Internet. However, one of the main problems with pay-per-click advertising has been and continues to be battling click fraud.

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