Digiday Research: Marketers aren’t prioritizing the fight against ad fraud
A Digiday poll of 100 client-side marketing executives on their media-buying objectives found limiting their exposure to ad fraud as least important.
Using a weighted average for responses, where five equaled most important and one equaled the least importance, improving audience targeting came out on top with a score of 4.3, while restricting ad fraud stumbled in at 3.62. Issues around improving attribution measurement and avoiding unsafe brand environments came in between.
“It’s easier for marketers to deny, deny, deny,” said Keith Hernandez, CEO of Launch Angle,. “Some marketers are saying, ‘this might be an industry problem, but it’s not our problem.”
Some also argue that ad fraud is the fundamental issue for marketers giving the impact it has on areas like audience targeting or campaign measurement. ”
How good is audience targeting and how representative is attribution if a significant percentage of the “audience” are bots?” asked Israel Mirsky, Executive Director, Global Technology and Emerging Platforms, OMD Worldwide. Without fighting against ad fraud first, trying to fix other issues could be an effort in futility.
Rather than address the issue themselves, some marketers could still be relying on their agencies to keep them safe from fraudulent ads. Even as work like creating media strategies are increasingly done in-house, the execution and onus for evading ad fraud still reside with the agency.
“We’re are paying tens of millions if not hundreds of millions to agencies to do that due diligence for us. But really, should we?” said Hernandez. Given that the flawed auditing process by agencies and third-parties can fail to shed light on how much fraudulent inventory agencies buy, it is a fair question to ask.
“While ad fraud is universally decried, its true cost is buried in the media stack and daunting to unpack, while the economics of targeting is relatively straightforward,” said Daniel Jaye, CEO of customer-data-platform Aqfer.
‘We’re not in advertising mode’: Anheuser-Busch CMO Marcel Marcondes on staying relevant
Last month, Anheuser-Busch announced that it would use its production lines to produce hand sanitizer to help consumers amid the coronavirus pandemic. But that’s only one way the world’s largest beer company is changing the way it operates during this crisis. As the situation has evolved, the company has developed initiatives aimed at helping consumers […]
It took a global pandemic, but Facebook Live is back in favor
With people at various levels of lockdown, Facebook Live has gone from being a back-up way to being at events to being one of the only ways during the pandemic.
‘Be helpful’: How marketers are adapting their messaging to a fraught environment
Using that tactic -- fostering a sense of community with some version of “we’re in this together” and making explicit how big businesses are trying to help -- is common in the new advertising.
SponsoredRegulations are prompting publishers to develop new strategies around user log-ins
In a post-GDPR and post-cookie world, more publishers are making concerted efforts to explain the value of their content to users and increase the volume of consumer authentication.
‘Right thing to do at the right time’: The definitive oral history of Hyundai’s assurance program
Here’s the story of how the Hyundai Assurance came to be and how it was revived in recent weeks.
Member ExclusiveFinance is the new creative: Balance-sheet crunch leads ad and media businesses to seek new liquidity avenues
This is the second of a weekly column about the big changes and challenges facing media and marketing leaders. Be sure to join Digiday+, our membership program, to get access to this column and all Digiday articles, research and more. First came the shock. Then came the bills. Eager to maintain positive free cash flow […]