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Digital Advertising: Sophisticated Invalid Traffic (SIVT)

We will see the safety of open programmatic buys exceed many direct and private marketplace buys. Transparent, engineering-driven ad-tech platforms will eliminate fraud that still evades detection on direct buys.

Until the different pieces of the supply chain are incentivized, I doubt much will change. With open exchange programmatic on a CPM, publishers and ad networks prefer large impression numbers.

With programmatic establishing itself as a go-to buying platform, its vulnerability to IVT calls for increased guidelines from the Media Ratings Council and growth in accredited monitoring groups to ensure this powerful platform becomes a mainstay tool for advertisers to leverage.