Thought-leadership piece from Anglo/ French ad verification company Adloox. The company, which helps media agencies get better value from their clients’ digital advertising budgets, is making progress as more ad spend is invested in ‘programmatic’ real time advertising: when the advertiser buys an ad spot based on what is known about that person (independently of the website they are looking at), rather than buy an ad spot on a particular website.
The effectiveness of online advertising can be hit and miss. Sometimes ads are out of sight (viewability), sometimes they’re not clicked on by a real person (fraud) and sometimes the technology puts ads in inappropriate places and contexts (brand safety).
While other companies offer such ‘verification’ services, Adloox operates an extensive whitelist, which gives advertisers confidence that ads will only appear on websites professionally vetted by the Adloox team (rather than running a reactive ‘blacklist’). The company also offers really detailed auditing at ‘domain URL referrer level’, in other words, the media agency can see which sites were successful in a campaign, and those that were less so.
In this article in MediaTel, CEO Marco Ricci argues that while working to improve viewability is important, the bigger issue is an industry suffering from a lack of transparency – and how that makes it vulnerable to fraud.