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If You Care About Security, Come to ZEDO

We have taken security very seriously lately on the ZEDO ad server. In fact, we have three major concerns for our customers and partners:

  1. resisting all the fraud, malware, and piracy problems that have plagued the industry since it began, and offering our customers a clean supply chain.
  2. Making sure our technologies load quickly and do not slow page load times for publisher partners
  3. Ascertaining the brand safety of the sites where our ZINC ads appear.

Every month we roll out technical updates that contribute to these goals.

This month:  for page load times, we are migrating to Gecko ad tags, to allow our publishers to run two of our innovative formats simultaneously .  Gecko is an ad serving tag that is designed to have seamless capability to serve different formats and innovations.  It can be configured to serve one or more ad formats per page view, such as a standard 300×250, a 728×90 InView panorama and an InArticle video for one tag call.

For brand safety, we have partnered with AmplifyReach.  We have started the process of categorizing Page URLs of various sites from our inventory pool into first level IAB categories. We also store brand safety score for each URL as identified by AmplifyReach.  We are learning every day how to make our inventory safer for advertisers.

We have added the capability to monetize secure sites. We saw that a number of publishers from our inventory pool going secure had increased lately, and if we get a request from a secure site, we send a secure flag in the BID request to all the DSPs. Because non-secure scripts cannot run on secure sites (the browser returns an error) this flag is important. By passing this flag DSPs know that they have to send down secure Ad Code if they bid and win.

We continue fighting the good fight to protect advertisers while increasing revenue for publishers. This has become a very complex endeavor, but advertisers are cutting the number of sites they will appear on and publishers have begun enforcing greater security as well. Vendors who cannot bring adequate security and brand safety to the table will be cut from both premium inventory and ads from quality brands.

For years we have been predicting that things in the digital advertising industry will improve so everybody gets better results, and we think this year it is finally happening. This will be good to everybody. The premium publishers will make more money, and the advertisers will get better results.

 

 

 

 

Context: The Most Important Mobile Ad Attribute

Publishers have had to have a mobile strategy for quite a while now, but in the past year many have realized they have to be mobile first, or even mobile only to meet their customers. This has required a new understanding of context — how to reach those customers, understand them, and offer them services that do not offend.

This requires an understanding of context: what devices and screens their users are on, the patterns of usage, which networks they’re on, what plans they’re on, and more. In human history no other devices has presented such challenges.

For most users, mobile means apps, especially for digital media consumption.

A study by cross-device identity and advertising platform provider Drawbridge found that in just six months, from August to December of 2016, the top 15 ad-supported iOS apps grew 32.5% in monthly unique users to nearly 137 million, while the top 15 ad-supported Android apps grew five percent to 606 million monthly uniques.

In 2016, for the first time, mobile surpassed desktop as a means of consuming digital media, and equally important was the growth in mobile advertising, which also surpassed desktop.

In mobile, context takes many forms. Creators have come to realize that mobile is a new surface, and that they can’t just re-package their old content, TV ads, or display ads. Mobile can tolerate special sized vertical video, swiping in multiple directions, and geolocation. It is far more interactive than the desktop, and therefore open to bigger challenges as well as opportunities.

Publishers must be able to know whether a visitor is viewing their content on the subway, standing in a store, walking, or just waiting to know what kind of ad that person would be willing to see. As Grapeshot points out,

In the mobile sphere, the content being consumed in the moment sends powerful signals as to the context of the person consuming and interacting with it.

Contextual understanding adds a layer beyond what audience data can provide. Knowing what media are being consumed signals a person’s current state of mind, their current preferences, even their level of engagement and degree of attention.

Correctly executed, contextual advertising puts brand messages where consumers will accept and even welcome them. It also protects brands from dreadful adjacencies, such as hate speech, porn, and terrorist propaganda.

A few years ago, a startup then named Proximic tried to sell the idea of brand safety to both advertisers and publishers. It had the capacity to scan over a hundred languages in real time to find brand safe locations for ads. No one seemed to care. The company was sold to ComScore, and is now called Activation, but now Grapeshot has come along,  and using similar machine learning algorithms to target suitable ad placements.  And on mobile, the suitability of placements has become far more important.

For example, since most of consumption activity takes place in apps, it is imperative to understand the context of apps into which messaging can appear safely without either compromising brand safety or interrupting a consumer intent on an experience. Page-level understanding of what’s inside apps is still in its infancy and the industry is still using workarounds developed by verification services like MOAT.

But these are tools for the post-bid environment, and the problem won’t be solved until we find a pre-bid solution.

 

 

The New Fronts Felt Different This Year

The new emphasis on brand safety has done more to change the digital media landscape than anything since the rise of programmatic. It is incumbent on everyone who buys media to know where they’re buying, and on publishers to make sure a brand ad doesn’t appear in an inappropriate place, even though everything is done by algorithms. We predict that the push for brand safety will make random reach less important, and will ultimately give advertisers more knowledge of what they’ve paid for.

Already Chase has cut its buys from 400,000 sites to 5,000 (without seeing a difference in results) and Sir Martin Sorrell’s salary has been cut by a third. Not to put too fine a point on it, the days where ad exchanges could support porn, fake news, and hate sites by selling blind buys to young media buyers whose KPIs were based on numbers of impressions are over. Programmatic be damned, everyone is going to have to know their inventory on the sell side, and agencies are going to have to know what they’ve bought on behalf of a client.

This year’s digital New Fronts, according to Ad Age, were all about safety, rather than sexy. Instead of glitzy parties there was substance, and everyone will be remembering the brand revolts against YouTube and Breitbart. Ad Age’s prediction:

Even if the YouTube brand revolt isn’t explicitly mentioned, everyone from Hulu to PopSugar will take the opportunity to assure marketers that their content is high-caliber and brand-safe. Many are likely to also stress transparency, verification, third-party audits and viewability. 

Conde Nast will send a message to the industry that it needs to trade on brand safety, said Jim Norton, president of revenue and chief business officer, adding that the business has gotten away from that principle.

So many different issues plague the digital advertising industry that it’s difficult to decide what it should fix first.

There is the issue of platform control by Google and Facebook, and the struggle of smaller publishers, even the Wall Street Journal and the New York Times, to support themselves off what is left.

Then there are the issues of fraud and malvertising, and the industry’s efforts to clean up the supply chain.

And we haven’t yet talked about the unwillingness of Millennials to watch ads, or on the other hand pay for content on the web.

Follow that by the downloading of ad blockers by 25% of the population, and the rolling out of new privacy rules in the EU,

As for metrics?  The industry is still trying to decide what the best metrics are for mobile advertising, especially for mobile video.

No wonder WPP has decided to cut expenses, especially for Cannes, and to leave Sir Martin with the paltry salary of $62 million this year.

Google at a Crossroads

It all started when the London Times published an investigative piece a couple of weeks ago about ads from prominent brands appearing on terrorist sites and alongside other types of objectionable content. Of course this has been going on for years, at least since the beginning of programmatic buying, but all of a sudden brand safety leapt to the front of advertisers’ consciousness and they began pulling out of Google sites like YouTube and the Google display network. And these are not minor brands; they’re WalMart, Pepsi, Starbucks, Coke and other powerhouses.

Quite often, these little volcanoes erupt in the digital advertising world and brands make noise about something they don’t like. But then the furor dies down and things go back to “normal.” The Wall Street Journal, however, says this is the beginning of something new for the Google ad business, because marketers have been here too many times before, and they really can’t fall back on the excuse that they don’t know what they’re buying. Behind every marketer who may not understand, there’s an agency that does, and the agencies should know better.

Despite Google’s apologies and promise of new tools, ads were still on hate sites, fake sites created by bots, and pornography last week, which prompted the Journal to put a couple of veteran reporters on this lingering story.  CEOs and CMOs of big companies are now involved, and perhaps because of potential implications of being linked to terrorist sites, Google is going to have to make some changes.

And not just Google alone. When you are going for  scale, it is almost impossible to perfectly police what is being bought. Or so it is said. But the research done by the Journal reporters seemed to point to willful blindness. It does seem incredible that big companies, either the advertisers or Google itself, can’t type in some search terms and find out whether their brand ads are still running on hate sites.

This led reporter Suzanne Vranica to say that no one in the industry is really incentivized to fix problems like these when they occur, because everybody gets paid. The publishers get paid, the holding companies try to push as much inventory through these platforms as possible so they’ll get paid, and the advertisers have the advantage of cheap ads. So throughout programmatic’s history, people on all sides of the supply chain have simply looked the other way at ad fraud.

Encouraging terrorism, however, is a horse of a different color, especially after being seen on fake news sites during the election got them worried. Just after fake news subsided as a concern, the fear of seeing your brand in the headlines for funding terrorism arose for these companies, many of whom are public.

Admittedly, in the back of every advertiser’s mind is the reality that they’re getting what they pay for when they buy cheap ads, but that doesn’t mean they won’t turn on Google and Facebook to save their own reputations. They are coming to realize that they helped build these platforms and they are really the people who pay the bills. The walled gardens are not giving them the data they need, and at the end of the day, that’s the main issue. The advertisers ceded their power, and now they are demanding it back.

 

 

ZEDO Launches ZINC Self Service Ad Buying Platform

This week ZINC by ZEDO announced its new ZINC Self Service platform, which allows advertisers and agencies to buy ZINC’s unique advertising. For the advertiser or media buyer who buys on Facebook or Google but who wants to also try something that will stand out more, with the same creative, this self-serve offering will be a real help. Because there is no lengthy process and no contract, the advertisers can even be a small restaurant or a micro-enterprise. This is the first time that the many advertisers that buy on Google and Facebook can also run their existing video or display ads on unique formats that are 100% viewable and really will be seen by users.

ZINC is a better and cost efficient way to build brand on digital because it is 100% viewable and 100% fraud free and only needs existing creative and ZINC innovation in the delivery of the ads.
The new self-service platform makes it easy to buy advertising and pay using a credit card – without wasting time. Once a campaign is set, the buyer receives regular reports of performance. The reports are updated in real time – every fifteen minutes.

The ZINC platform allows buyers to target ads to the IAB contextual categories of publishers. Targeting is determined by the text content of the page on which the user is seeing the ad. The buyer can set a daily budget, or a lifetime budget, and target a specific geography. She can also add a title and description to the ads to give users more context, which attracts the right users to see or click on the ad.  Further precision targeting is offered through choices that include banner or video formats running on mobile or desktop, delivered like native ads to improve the campaign’s performance and provide a higher ROI.

ZINC Self Serve provides the same safeguards to the advertiser’s brand, ensuring ads are always served on 100% bot-free brand safe environments, that we provide to our large clients. We are the first choice of advertisers who are already buying on Facebook, because with little effort they get advertising that really makes them stand out from their competitors.

For Viewability and Brand Safety Advertisers Choose ZEDO Ad Server

In a market of incomplete information, you can claim anything. That’s how ads are called “viewable” when they really are not. As a buyer of ads, especially a buyer who is buying on a real-time bidding (RTB) platform,  you could be buying anything. In this scenario, the best case is that the ad isn’t seen. The worst case is that it is seen someplace you didn’t intend it to go.

This is going to be especially true on video pages, which are heavy traffic draws. If you as an advertiser are buying for reach, you are probably buying on numbers of impressions. But your ad is likely to go through four or five networks from the one on which you bought it to the site where it actually runs. And all of this is done in near-real time, by algorithms untouched by human hands.

Sure, there’s ad verifying software, and it helps a bit, but the ad verifiers often can’t see the ads either. They claim that they can see through iframes to the actual place an ad appears, but most browsers no longer allow that. Instead, those verifiers may generate dummy impressions, for which you have to pay. The more networks and exchanges that get between advertiser and publisher, the less it is possible with current browsers to “jump the frames” and tell where the ad is appearing.

Publishers are beginning to install code so their own inventory can be identified. Otherwise the advertiser has paid, but the publisher may not receive the revenue.

In a perfect world where a publisher sells directly to a trading desk, ads can be verified. How often does THAT happen nowadays? We’re trying to make that happen at ZEDO by assuring advertisers who buy ZINC formats to run on our ZEDO premium network that there will be no other middlemen, and that they will not be buying programmatically but buying direct. In the past few years, we’ve put a great deal of time and effort, as well as research and development, into developing a  network that can assure ad buyers reach, without sacrificing safety. In this way, our publishers also stand to combat the falling prices sometimes attributed to programmatic buying.