Programmatic audience exchange OpenX today unveiled a more aggressive method of tracking the quality of online audience impressions sold through its exchange, taking the battle from a publisher’s page to a user’s browser. The new generation of its so-called “Traffic Quality Platform” relies on directly integrating tags on publishers pages that can detect when suspicious browser activity lands on them, and then automatically filtering out user traffic deemed fraudulent or of insufficient quality.
There are several techniques for identifying what has become the scourge of the internet for advertisers – code that fires up web pages just to ensure ads are displayed for which a buyer must pay.
Now online ad tech vendor OpenX is trying a twist on fraud detection, with a third-generation iteration to its so-called “Traffic Quality Platform”.
OpenX, a Pasadena automated online ad exchange, has launched a new platform designed to improve the quality of its inventory and help eliminate ad fraud.
Ad fraud is caused by scammers who generate high traffic on their web pages using computer programs known as “bots,” rather by attracting actual humans. Those inflated traffic numbers mean scammers can charge a higher price for ads on their sites, even though no one actually sees them.
Click fraud currently costs the advertising industry upwards of $6bn a year, according to the US-based Association of National Advertisers, and it’s prevalence in the programmatic media buying sector is regularly cited as a major reason not to invest in such technologies.
In-feed formats have been hugely successful for mobile publishers and are playing a major role in generating additional video supply, especially on mobile. While some of the leading in-feed formats comply with desktop viewability standards (we’ve yet to see an agreed standard for mobile) and only play when in-view, there could be scope for abuse if less scrupulous players enter the mobile market, as Robert Kramer, General Manager, Mobile at OpenX, explained to VAN.
Major League Gaming is changing up its strategy, focusing on programmatic sales over direct.
“We have consciously made the decision to focus 90% of our energies on programmatic for the year of 2015,” explained Don Reilley, EVP of MLG. “We can focus heavily on the programmatic side of things, and then layer two, three, four top-tier sponsors on top.”
Advertising isn’t what it used to be. It’s more precise than at any other point in history. According to LinkedIn Influencer Tim Cadogan, “programmatic advertising” is expected to “grow tens of billions of dollars” by 2020, but what is it? First there was “paid search” which peaked at the turn of the century and finally became a $58 billion industry–and paid search is still going strong. However, the growth of programmatic is outpacing even that of paid search. Is programmatic advertising set to leave paid search in the dust?
Major League Gaming (MLG), an e-Sports organization founded in 2002, on Tuesday announced it has struck an exclusive agreement with OpenX, a supply-side platform and RTB ad exchange, to sell its display ad inventory programmatically.
MLG previously used PubMatic as its programmatic display monetization platform of choice.
Look under the hood at many of the buzziest digital publishers of the moment and you’ll hear all about native advertising, a new(ish) kind of paid programming that offers content that’s supposed to be more appealing than a banner ad asking you if you need to lose weight or want to sell your eggs. From BuzzFeed to the New York Times, publishers see native ads as a tactic that offers more quality control, brand consistency—and a higher price tag.
Programmatic advertising is booming. Marketers and media owners are increasingly buying and selling ad space using automated software tools instead of phones and email, and technology companies are jockeying for position as the vendors of choice for software tools.