https://www.zedo.com/wp-content/uploads/2014/12/ZEDO-Logo2.gif 0 0 Roy de Souza https://www.zedo.com/wp-content/uploads/2014/12/ZEDO-Logo2.gif Roy de Souza2015-05-20 08:00:322015-05-20 11:05:28A Quick Way to Solve Your Fraud and Viewability Problems
Switch to ZEDO. And we’re not kidding. Our platform has been tested and shown to contain less than 3% ad fraud, coupled with over 90% viewability. We’ve got the numbers to prove it.
What does that mean? It means we’ve been working at this problem since we were founded, and every year we get better and better at serving viewable ad units and firing sites where we identify fraud. If we didn’t have to deal with third party networks, we’d probably have zero fraud, because we never include suboptimal sites in the campaigns we serve. Spotting those has been a major focus of our technologists, as has been viewability.
Three years ago, we pledged to own the phrase “viewable impressions.” Our InView slider, released at the same time, was the first ad unit to test 99% viewable by comScore.
We have just been waiting for the industry to figure out how much money was being wasted. And sure enough, 2015 has been the year in which ad fraud and its cousin viewability have become major concerns.
They existed before, but there was tacit agreement that not much could be done, and besides, no one knew what percentage of ads were either not viewable or fraudulent. But it was only a matter of time before our ability to mine and manipulate the data associated with advertising transactions began to surface the extent of the problem.
According to Ad Age, 30% of all programmatic ad buys could be fraudulent, and 90% of the fraudulent traffic is coming from bots. This fraudulent traffic costs the industry as much as $1 million a day, says DoubleVerify. What doesn’t come from bots is due to video fraud, which is more difficult to spot and even harder to get rid of.
We don’t have that either. And on the viewability side of the fence, we’ve just completed a test with MOAT, one of the only certified vendors to track both display and video viewability.
While the Media Rating Council sanctioned buying on viewability last year, the IAB has recently set a standard of only 70% viewability for this year because many vendors couldn’t get much higher. Indeed, MOAT told us the industry benchmark was 62%.
Our ads? 90% in view, and that would be higher again if we didn’t deal with other networks.
Sure, self-serving blog posts aren’t the best way to get the information out, but there are only a finite number of hours in the day for our sales teams to spend contacting people who don’t yet know how badly they need us and how much we can help them.