Monday, January 4, 2010

Campaign Verification in the Year Ahead

In the year ahead, more energy will be spent on tackling some of the critical issues that threaten growth in display advertising: brand safety, wasted ad spend and fraud, and transparency. These are the new prerequisites to advertising online, and as an industry we need to be better prepared to address them through new technologies and a new approach.

Brand safety (or the lack thereof) is one of the only things left keeping major brands from fully committing to online advertising. Without the security of knowing where and when an ad appears, content adjacency, whether it was viewed by the intended audience, etc., brand advertisers will be content with merely dipping their toes in the water.

We’ll also see a major push towards advertisers recapturing ad dollars lost to waste and fraud. As advertisers and agencies begin experiencing increased efficiencies and performance from RTB, they are going to demand similar outcomes from their non-RTB initiatives. And even on the leading exchanges, there are huge pockets of obfuscated, suspect traffic. Cutting out under-performing sites and cutting off funding to fraudsters results in money reallocated to worthy publishers and increased confidence in the online channel.

Above all, advertisers and agencies are going to demand greater transparency from the ad networks and exchanges with whom they do business before shelling out the ad dollars. Advertisers will no longer tolerate the status quo of ”fraud happens“ if they can turn to more open, transparent and trusted partners willing to stand behind their offerings.

Eventually, every agency is going to build in such safety, security and optimization measures into every online campaign. The brands will require it.

Kirby Winfield
Chief Revenue Officer
Mpire (Makers of AdXpose)
www.mpire.com
206.302.2151

Friday, September 18, 2009

Study: Half Of Ad Impressions, 95 Percent Of Clicks Fraudulent

The genie is out of the bottle...yesterday we released the first in a series of white papers reporting the data we have seen over the summer as we have wrapped numerous media buys with AdXpose.

We appear to have hit a nerve. As I write this, requests for the report are hitting my inbox at a rate of nearly 1 per minute. It doesn't hurt that Mediapost star reporter Laurie Sullivan nailed the findings in a fantastic article in today's Online Media Daily:

Click fraud continues to plague online advertising, but many just want to sweep it under the rug. Radar Research managing partner Marissa Gluck calls it "the dirty little secret of the online ad industry that no one wants to talk about." Perhaps that's because data released Thursday in a study conducted in July reveals that more than half of ad impressions and 95% of clicks in online
ad buys were fraudulent.

Stay tuned for more findings. Headed to New York for advertising week next week, we'll see how the industry reception feels...

Kirby Winfield
Chief Revenue Officer
Mpire (Makers of AdXpose)
www.mpire.com
206.302.2151

Thursday, May 21, 2009

AdXpose Early Results

Its been almost a month since we announced our private beta of AdXpose. We have run tests with many partners, over a billion impressions, and over 100 ad networks and exchanges. We have found some very interesting data as we’ve been running our tests. There are several key behaviors have been consistently observed:

• Between 20% to 40% of ad impressions are not “InView”, meaning although the ad network recorded an impression, the creative was below the fold and was never viewed by the site visitor
• Between 30% to 65% of ad impressions are “passed down” to the respective ad network’s distribution partners versus direct distribution to the network’s direct publishers.
• 160x600, 300x600, and 300x250 creative sizes are yielding the highest creative engagement, in spite of lower-than-average above-the-fold placement.
• 728x90 placements with a higher than average above-the-fold placement rate have lower creative engagement that 300x250 and the 160/300x600 creative sizes

Much of this data has already been helpful to our partners by both optimizing creatives, re-allocating spend to approved domains, as well as changing the campaign(s ) to higher performer channels and publishers. Feel free to contact us if you are interested in our private beta.

Wednesday, April 29, 2009

Are Your Web Ads Powerful or Pitiful? Forbes Explores AdXpose

Today on Forbes.com, writers Evan Hessel and Taylor Buley zero-in on AdXpose, the campaign verification service from Mpire, that gives online advertisers insight that helps them eliminate wasted ad budget.

The article, titled, "How to Know Your Web Ad Is Working," also delves into issues involving third-party ad selling, as well as how AdXpose tracks ads across the Internet and measures consumer engagement through "heat mapping" (see image below).

On Monday, Mpire was also included in another Forbes.com piece that examined the automation of ad tracking.

Click here for an AdXpose demo.

- Dean