ANA, the Association of National Advertisers, decided to take a decisive step in the fight against bot fraud in digital advertising. This step is not going to punish everybody. It is only a month-long study that aims at understanding the extent of this kind of fraud. This study, organized in cooperation with the security digital company White Ops, will track and monitor the campaigns of 30 major advertisers. Their names had not been made public, but it seems we talk about important brands everybody knows and perhaps uses.
The month-long study involves 30 well-known advertisers who agreed to allow the tracking of their digital advertising campaigns with the help of Javascript. The company handling the technical details in White Ops, a digital advertising security firm that has everything needed to perform this task in excellent conditions. The names of the advertisers have been kept secret, but it seems they are among the most recognizable brands at international level. If those giants accepted to get involved, you can realize there must be something very important about this study.
There is disagreement in the industry, with some of the major players calling the concern "disingenuous" and pandering with "scaremongering." Nevertheless, there is agreement that fraud does exist, and it is just a matter of how much exists.
This will determine more advertisers to become proactive in the fight for eradicating bot fraud. They need to understand the importance of taking all cautionary measures to protect their campaigns, because it's a matter of increasing their ROI at the end of the day. The less money you waste because of bots or other reasons, the more leads and conversions you'll get for the same budget. This is why the results of the study are of crucial importance for the industry. Everybody awaits the data and the conclusions which ANA promised to make public in the fourth quarter of this year.
With buying and selling ads becoming more and more automated, preventative measures against bot fraud are a must, if we want to keep this environment clean and trustworthy. Some order will be more than welcome, but let's wait and see what the study will conclude. This action is jointly led by three organizations, ANA, IAB and 4As and it aims at creating a digital supply chain as trustworthy as can be. It also wishes to motivate advertisers become more aware and more interested in fraud prevention methods, because it's their money that's getting stolen in the first place.
The extent of the fraud in this industry is one of the reasons for ongoing debate, but no conclusion can be drawn for the time being. Hopefully, the study is going to shed some light into this area, for the benefit of all those who are involved in digital advertising.
The month-long study involves 30 well-known advertisers who agreed to allow the tracking of their digital advertising campaigns with the help of Javascript. The company handling the technical details in White Ops, a digital advertising security firm that has everything needed to perform this task in excellent conditions. The names of the advertisers have been kept secret, but it seems they are among the most recognizable brands at international level. If those giants accepted to get involved, you can realize there must be something very important about this study.
There is disagreement in the industry, with some of the major players calling the concern "disingenuous" and pandering with "scaremongering." Nevertheless, there is agreement that fraud does exist, and it is just a matter of how much exists.
This will determine more advertisers to become proactive in the fight for eradicating bot fraud. They need to understand the importance of taking all cautionary measures to protect their campaigns, because it's a matter of increasing their ROI at the end of the day. The less money you waste because of bots or other reasons, the more leads and conversions you'll get for the same budget. This is why the results of the study are of crucial importance for the industry. Everybody awaits the data and the conclusions which ANA promised to make public in the fourth quarter of this year.
With buying and selling ads becoming more and more automated, preventative measures against bot fraud are a must, if we want to keep this environment clean and trustworthy. Some order will be more than welcome, but let's wait and see what the study will conclude. This action is jointly led by three organizations, ANA, IAB and 4As and it aims at creating a digital supply chain as trustworthy as can be. It also wishes to motivate advertisers become more aware and more interested in fraud prevention methods, because it's their money that's getting stolen in the first place.
The extent of the fraud in this industry is one of the reasons for ongoing debate, but no conclusion can be drawn for the time being. Hopefully, the study is going to shed some light into this area, for the benefit of all those who are involved in digital advertising.
About the Author:
LiftLocal is a website dedicated to exposing the advantages & disadvantages with an in-depth LiftLocal Review.
No comments:
Post a Comment