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Adblocking is going mobile. According to figures from PageFair, a global authority on adblocking trends, at least 22% of the world’s 1.9 billion smartphone users are blocking ads on the mobile web. If this sounds like a large number, it’s because it is, and in-app blocking is now also a challenge. At a recent ACA […]

Commonly and with little difficulty, bad actors are defrauding the digital marketplace. They’re playing tricks to make exchanges think they’re selling inventory from reputable, premium publishers – often at bargain basement rates – when in fact the domain name offering the inventory provides only junk, creating problems for everyone in the business. We’re not talking […]

By Grant le Riche, Managing Director, TubeMogul July 1st – the day that the MRC (Media Rating Council) in the US announced the standard for online video viewability – is now five months in the rearview. So what do we have to show for it? Well, we know that a “viewable” video impression is one […]

We’re all familiar with the philosophical question, “if a tree falls in a forest and no one is around to hear it, does it make a sound?” Striking parallels to this old adage can be drawn in our industry today, where many are asking a similar question relating to the effectiveness of ads in the digital environment. In light of concerns around ad viewability, brand safety and in-target delivery, many are now asking: “If an ad falls in the wrong place and no one has an opportunity to see it, does it make an impression?”

In other words, what is the value of an ad that doesn’t deliver an opportunity to be seen, or worse, is delivered next to brand unsafe content? How should we value an impression that reaches a consumer outside of the intended target?