Online Marketing

In A Digital World Struggling With Ad Fraud, Marketers Must Prioritize Brand Safety

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Over the past decade, an influx of new technologies has dramatically changed the way advertisers, marketers and consumers experience the web. Most notable is the troubling vulnerability of ad fraud. The culprit that negatively impacts a consumer’s online experience and often falsifies a brand’s marketing performance, ad fraud is costly and a persistent industry issue. According to industry analyst firm Forrester, budget lost from fraudulent online ads is expected to reach $10.9 billion by 2021. The industry must be on call.

Here are steps brands can embrace to prioritize and achieve ad transparency and quality.

Leveraging Empirical Data

Before serving an ad, marketers must gain insight on target audiences. Many take a “spray and pray” approach, hoping to drive performance success. Marketers who take a more strategic approach, looking to empirical data, position their brand for greater success. Empirical data generates actionable consumer insights that drive highly successful ad placement — a luxury too many marketers fail to embrace.

Our company uses empirical data to get in-depth insights into a brand’s consumer audience. This allows brands to identify which products and promotions shoppers are most likely to respond to and how their consumers will engage with different ads. Collecting insights that focus on consumer behavior allows marketers to identify issues and opportunities and also increases transparency into how consumers behave online and why. This empowers brands to better optimize their online marketing campaigns and deliver ads that appear at the right place at the right time.

Pre-Qualifying Publishers

According to AdWeek, only 14% of marketers whitelist sites, with 52% estimating that 10-50% of their marketing spend is lost to fraud. Before working with a publisher, it’s critical for marketers to pre-qualify them. Brands can successfully do this by using third-party services (such as WhiteOps or Moat), leading to improved ad placement and fraud protection. These companies specialize in creating page reports on ads, before and after they’re served, to determine if the ad page is safe. This enables companies to increase their blacklisting and whitelisting.

Our company also employs a thorough publisher compliance program to monitor suspicious activity that can threaten the integrity of ad campaigns run on publisher sites. Pre-filtering sites saves&nbsp;on ad spend and increases customer rapport and loyalty for brands.

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Shutterstock

Over the past decade, an influx of new technologies has dramatically changed the way advertisers, marketers and consumers experience the web. Most notable is the troubling vulnerability of ad fraud. The culprit that negatively impacts a consumer’s online experience and often falsifies a brand’s marketing performance, ad fraud is costly and a persistent industry issue. According to industry analyst firm Forrester, budget lost from fraudulent online ads is expected to reach $10.9 billion by 2021. The industry must be on call.

Here are steps brands can embrace to prioritize and achieve ad transparency and quality.

Leveraging Empirical Data

Before serving an ad, marketers must gain insight on target audiences. Many take a “spray and pray” approach, hoping to drive performance success. Marketers who take a more strategic approach, looking to empirical data, position their brand for greater success. Empirical data generates actionable consumer insights that drive highly successful ad placement — a luxury too many marketers fail to embrace.

Our company uses empirical data to get in-depth insights into a brand’s consumer audience. This allows brands to identify which products and promotions shoppers are most likely to respond to and how their consumers will engage with different ads. Collecting insights that focus on consumer behavior allows marketers to identify issues and opportunities and also increases transparency into how consumers behave online and why. This empowers brands to better optimize their online marketing campaigns and deliver ads that appear at the right place at the right time.

Pre-Qualifying Publishers

According to AdWeek, only 14% of marketers whitelist sites, with 52% estimating that 10-50% of their marketing spend is lost to fraud. Before working with a publisher, it’s critical for marketers to pre-qualify them. Brands can successfully do this by using third-party services (such as WhiteOps or Moat), leading to improved ad placement and fraud protection. These companies specialize in creating page reports on ads, before and after they’re served, to determine if the ad page is safe. This enables companies to increase their blacklisting and whitelisting.

Our company also employs a thorough publisher compliance program to monitor suspicious activity that can threaten the integrity of ad campaigns run on publisher sites. Pre-filtering sites saves on ad spend and increases customer rapport and loyalty for brands.

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