Read up on the advantages and challenges of the open marketplace in the first part of our programmatic video evolution series.
One of the more recent discoveries in online ad fraud is a clever attempt to generate valid impressions by injecting ads into unsuspecting, real web sites using a browser extension or toolbar.
SpotX is sponsoring and attending events all over the world this March. Look out for where we will be to meet with a SpotX team member. Check out our complete timeline of March events: GABBCON When: March 2 Where: New…
Super Tuesday is nearly upon us in one of the most fascinating election years in recent memory. While the general public has been focused on the stories of the candidates, those of us in the digital advertising industry have been just as interested in the story of how political ad dollars are being spent.
With programmatic TV, private exchanges will drive opportunities. Operators leveraging private exchanges are likely to make early inroads and achieve success as they are applied to the traditional TV ecosystem. Scarce premium inventory can still be offered to a group of select buyers, but programmatic data will allow both sides to more efficiently transact and fulfill each deal and to gather more data on the ads being served.
For brand safety reasons, it’s incredibly important that advertisers understand and have control over where their ads are served. Just imagine how a movie ad for Warner Bros. serving on a site promoting pirated content would undermine the Warner Bros. brand. But that is exactly what can happen when advertisers fall victim domain spoofing. Marketers think they are buying ad space on legitimate, brand-friendly sites, but in reality, these ads are running on sites devoted to pirated content and mass file sharing.
The data programmatic provides can turn previously low-value inventory into premium opportunities.
The source of traffic is key data point you will want to keep an eye on when trying to determine whether you have issues with fraudulent impressions. Two types of traffic in particular you may want to look for is proxy traffic and data center traffic. While both of these types of traffic can certainly be legitimate, it is prudent for companies to exercise additional caution when dealing with these traffic sources.
Among the leading reasons for the increased interest in programmatic TV is the ongoing fragmentation of the viewing audience. Today, consumers have an ever-expanding list of choices when it comes to not only the video content they watch, but also the way they watch it.