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:

Did Appnexus just admit to ripping off buyers for the last 8 years? #ATSL15

— Luke Fenney (@lukefenney) September 14, 2015

AppNexus just cut 65% of supply deemed fraudulent. $2billion / year flows through pipe. $1.3 billion freed to go where it belongs. #ATSL15

— Index Exchange (@IndexExchange) September 14, 2015

sorry but I don't buy it – @AppNexus moral decision speech. A co full of bright people who knew what was going on. Chose to ignore #ATSL15

— marco bertozzi (@m_bertozzi) September 14, 2015

#atsl15 Appnexus on centre stage talking about volume dropping 65% due to anti fraud steps…Why?@RubiconProject did this years ago!!

— Nina Harvey (@TweetNinaH) September 14, 2015

Good to see @AppNexus catching up with @OpenX @RubiconProject and @google on ad fraud. But who monetises the bot traffic now? #ATSL15

— Ben Price (@Ben_Price1) September 14, 2015

so ad tech reports 55% of advertiser $ go to ad tech (IAB). Now largest indep ad tech company reports 65% of inventory is fraud (AppNexus).

— Jason Kint (@jason_kint) September 15, 2015

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.