100% programmatic, 65% adfraud?

Context:

La un eveniment desfasurat saptamana trecuta, luni, la Londra, Catherine Williams, chief data scientist AppNexus, a scapat porumbelul spunand ca 65% din afisarile tranzactionate prin platforma sunt fraudulente dar ca au luat masuri pentru a corecta aceasta situatie.

Ulterior, probabil vazand reactiile industriei, AppNexus a nuantat afirmatia spunand ca de fapt 65% din tranzactii, nu din afisari, sunt fraudulente. Oricum ar fi, din afisari sau din tranzactii, 65% e un procent foarte mare.

Acest „scandal” nu ajuta industria mai ales ca vine „la pachet” cu lansarea iOS 9.0 care permite, pentru prima oara, pe iPhone/iPad, blocarea reclamelor. In SUA dezbaterile pro/contra adblockere au atins apogeul in ultimele zile, mai multe publicatii apeland la masuri prin care contentul este blocat celor ce folosesc solutii de tip adblocker.

Pe acelasi subiect va recomand un articol aparut in urma dezbaterilor de la Dmexco 2015: The programmatic debate

Cateva din reactiile oamenilor din industrie la dezvaluirea AppNexus le gasiti mai jos:

Marco Bertozzi, global vice president of clients at Publicis-owned VivaKi, said it was “admirable” that AppNexus has tightened its controls on ad fraud, but it was rather late to do so.

“For some time we raised this in VivaKi as an issue, but they did not want to take responsibility for it, as regards people using their buy-side tech,” he said. “AppNexus is a company with a number of ad tech veterans and super bright people, I find it hard to believe they were not aware of many of the issues.”

Wayne Blodwell, head of programmatic at Dentus Aegis-owned iProspect, agreed that it has taken a long time for the company to address the issue.

“It’s great that a seller like AppNexus is investing time and technology into cleaning up their marketplace for buyers. However, could this have happened sooner? Definitely. Do other sellers need to follow suit? Absolutely,” he said.

3 Comentarii
  1. Claudiu spune:

    Frumos. Cineva, in sfarsit, a avut curajul sa o spuna. :)

  2. Dan spune:

    Fenomenul nu e nou, cresterea e ingrijoratoare: in 3 ani procentul a crescut de la 20% la 65%

  3. Eu nu vad nimic in asta, sincer.

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