The Interactive Advertising Bureau (IAB) just recently released a first-of-its-kind study that shows online ad fraud costs advertisers $8.2 billion each year.
Two of the main problems are:
1. “Non-human traffic”
Remember an impression is one ad requested from one ad network to be served on one website. That makes “non-human traffic” bot traffic, where bots load webpages, creating the call for an ad network to load an ad and create the impression, even though no human is there to see it. Google has admitted that over half of the ads it serves are never seen by a human.
2. “Mal-vertising-related activities”
Some websites allow ads to be stacked on top of one another, significantly reduce the size of the ad or buy bot traffic. All of that results in impressions that are never seen by a human.
How do we work to fix the viewability problem?
Viewability is defined by whether or not your ad impression was seen by a human and, if so, for how long.
At least half of the ad has to be on the screen for a specific amount of time in order for the impression to be considered viewable.
Part of viewability relies on users stopping at an ad and not scrolling by it, so really, vendors can only control half of the viewability equation. That’s where our technology becomes a big deal.
From the time an ad is called for to it reaching a user is under half a second.
In less than a half a second, we are looking at things that no one else is, including fraud, delivery, safety, historical data and whether we can track the request back to a unique device ID, to ensure our ads are viewable.
We check to make sure the user is not a bot, that the ad is in view and that the creative loads properly. We’re doing all of that and more – in real time – to ensure our ads are placed where they will truly be seen.
We control the process from start to finish – finishing with a viewed impression.
It’s common sense, but mobile ad campaigns simply perform better when ads are viewable.
In addition to buying better, our universal ad delivery system creates “smart ads” that act like little individual pieces of software ensuring our creative can be seen the way it is intended to be seen across all devices.
Viewability in digital advertising is a big problem – $8.2 billion big – with a complex history and even more complex future.
We are committed to remaining transparent and working to ensure your ads are seen by real humans the way they were meant to be seen. Scroll down to see our in-depth Viewability Infographic.
Learn More About Targeted Mobile Advertising:
GIF: It’s Pronounced Jif, Just Like the Peanut Butter: Everything you need to know about mobile advertising.
The Eyes Have It: Mobile advertising is here … and here to stay.
First and Last is Everything: Mobile is the first screen.