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)

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