{"id":1392,"date":"2015-06-04T11:11:26","date_gmt":"2015-06-04T15:11:26","guid":{"rendered":"http:\/\/www.acaweb.ca\/en\/?p=1392"},"modified":"2020-10-27T14:38:22","modified_gmt":"2020-10-27T18:38:22","slug":"fraud-and-viewability-same-side-of-different-coins","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2015\/fraud-and-viewability-same-side-of-different-coins\/","title":{"rendered":"Fraud and Viewability \u2013 Same Side of Different Coins"},"content":{"rendered":"<figure id=\"attachment_11131\" aria-describedby=\"caption-attachment-11131\" style=\"width: 160px\" class=\"wp-caption alignleft\"><img decoding=\"async\" class=\" wp-image-11131    \" style=\"margin-right: 10px;\" title=\"Robert Meth\" alt=\"Robert Meth\" src=\"http:\/\/www.acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2015\/06\/Robert_meth.jpg\" width=\"160\" \/><figcaption id=\"caption-attachment-11131\" class=\"wp-caption-text\">Robert Meth<\/figcaption><\/figure>\n<p>For the past year, the topics of fraud and viewability have dominated advertising industry headlines, research and happy hour musings. And while most discussion has centred on fairly nuanced aspects like standards and measurement capabilities, a critical component has gone largely overlooked: fraud and viewability are two different things. Grouping these two distinct phenomena together as a single entity neglects not only recent technological advancements in measurement and prevention, but also threatens to actually create more waste.<\/p>\n<p>The thinking goes: \u201cIf viewability is about making sure that my ad had the chance to be seen, and fraud is about making sure that my ads are being shown to real humans, then can\u2019t we just combine the two?\u201d <!--more-->Unfortunately it\u2019s not that easy. That\u2019s because fraudulent inventory \u2013 or ads that aren\u2019t shown to real people \u2013 can have excellent viewability rates.<\/p>\n<p>Through a technique called \u201cad stacking,\u201d nefarious characters can place ads on top of one another, and make it appear as though multiple ads are appearing above-the-fold or in a large player size, when in fact only a single ad is actually visible to the viewer. As a result, advertisers who are optimizing only towards viewability can end up with highly viewable ads that are never seen by a real person.<\/p>\n<p>The distinction is important because the technology now exists for advertisers to understand why their ads aren\u2019t seen. Newly developed fraud verification \u2013 like Integral Ad Science\u2019s <a href=\"http:\/\/integralads.com\/solutions\/bid-expert\/\" target=\"_blank\" rel=\"noopener noreferrer\">Bid Expert<\/a> \u2013 can help ensure there\u2019s a real person on the other side of the screen and then give advertisers the metrics they need to optimize for high viewability.<\/p>\n<p>It\u2019s worth noting that, at least as far as video is concerned, neither fraud nor viewability are nearly as big of an issue in mobile environments. Nearly all the video viewing executions on tablets and smartphones expand to full-screen, and existing technical infrastructure does not allow for multiple players at once \u2013 eliminating the ability for ad stacking.<\/p>\n<p>Bear in mind that we can never guarantee 100% viewability \u2013 some people will inevitably ignore ads. But by working with partners that provide advertisers the ability to purchase media themselves, marketers can begin to see exactly how much it costs to ensure that real people are seeing their ads and how much more it costs to ensure that those ads appear in high-quality environments. This level of transparency helps both advertisers as well as publishers, who can often feel like they\u2019re getting the short end of the viewability deal.<\/p>\n<p>Be sure to check out the <a href=\"https:\/\/acaweb.ca\/en\/events\/taking-a-hard-line-with-online-the-client-perspective\/\">ACA\u2019s Executive Forum<\/a> in June if you\u2019d like to learn more about viewability, fraud, transparency and verification.<\/p>\n<p><em>Robert Meth is Head of Enterprise Sales, TubeMogul<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>For the past year, the topics of fraud and viewability have dominated advertising industry headlines, research and happy hour musings. And while most discussion has centred on fairly nuanced aspects like standards and measurement capabilities, a critical component has gone largely overlooked: fraud and viewability are two different things. Grouping these two distinct phenomena together [&hellip;]<\/p>\n","protected":false},"author":64,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[127],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Fraud and Viewability \u2013 Same Side of Different Coins | Association of Canadian Advertisers<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acaweb.ca\/en\/2015\/fraud-and-viewability-same-side-of-different-coins\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Fraud and Viewability \u2013 Same Side of Different Coins | Association of Canadian Advertisers\" \/>\n<meta property=\"og:description\" content=\"For the past year, the topics of fraud and viewability have dominated advertising industry headlines, research and happy hour musings. 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