Measurement

With the explosion of cross-screen TV, publishers and advertisers are clamoring for better discovery, personalization and cataloging of video content, and metadata is answering that call. Metadata, put simply, adds more context to data. Metadata in video can range from the contents of that video (e.g., colors, products, characters) to the way it’s classified (e.g., […]

As advertising spend ramps up during Q4, bad actors respond in kind. Attracted by increased ad budget, fraudsters hide their chicanery within the burst of year-end marketing activity. And shorter campaign flights during the holidays mean advertisers don’t have time to check for weird patterns or increased bot activity. “If you’re running a campaign over […]

Is enabling age targeting for online recruitment ads a form of discrimination? Facebook, called out by ProPublica and The New York Times on Wednesday for the practice, says no. “Used responsibly, age-based targeting for employment purposes is an accepted industry practice and for good reason,” Rob Goldman, Facebook’s VP of ads, responded in a blog […]

Edible Arrangements is best known for its fresh fruit and chocolate arrangements, many of which are gifted at the last minute for holidays or anniversaries. Although 65% of Edible Arrangement’s business comes from ecommerce, the brand wants to drive visits – particularly from repeat customers – into its 1,200 local store franchises. “No one’s going […]

In the words of Jon Stimmel, the chief investment officer for UM Worldwide, planning an over-the-top (OOT) ad campaign is “a Frankenstein of different methodologies mixed together.” He added, while speaking last week at the Videonuze Shift summit in New York, that buyers need more automation in the OTT planning process: “We are recreating the […]

New York Life is in the insurance business – but the brand also has to protect itself. Marketers today have several metrics to juggle in their digital buys: Fraud, viewability and context top the list. But it’s not enough to monitor these metrics; brands need to take action. Natan Cohen, New York Life’s corporate VP of […]

Will Dmexco become a no-go? Late last week, the organizers of the Digital Marketing Exposition & Conference (Dmexco) in Germany abruptly severed ties with the show’s two co-founders, Christian Muche and Frank Schneider, sparking concerns over Dmexco’s future. Reports alleged that Dmexco’s organizer and the event’s trademark holders had parted ways with Muche and Schneider’s consulting […]

The ad server SpotX and ad verification company DoubleVerify have flagged a new type of fraud they’re calling “verification stripping.” DoubleVerify says the new method may be responsible for up to 10% of ad fraud spikes it identifies. Verification stripping happens when fraudsters hinder the transmission of network calls between the ad server and measurement […]

When Snap acquired location-based data company Placed over the summer, agencies got excited about the prospect of intermingling the data sets – but that won’t be happening anytime soon. Placed will not share any advertiser or partner data with Snap, Placed CEO and founder David Shim told AdExchanger. “Keeping the data set separate is important if […]

Like any good media planner, fraudsters are attuned to time of year, seasonality, demographics, ad formats and trends in consumer behavior. With football season and the MLB playoffs in full swing, they seem to have turned their attention to pro sports sites. “We see a lot of sophisticated invalid traffic targeting premium sites,” said Amit […]