Brand safety, ad fraud, and fake news have been hot topics in the industry this year, and for good reason. Every brand should have a fundamental interest to advertise in an environment that does not damage its reputation. Ideally, that environment should have a positive impact on some of the advertiser’s branding-KPIs, such as brand-awareness, so advertisers should ensure they focus on delivering ads in premium, brand safe environments.
To ensure advertisers appear within brand safe environments, advertisers should ask themselves questions like:
- Is the content in which my ad is shown premium (e.g., editorial vs. user generated)?
- Does the context in which my ad is shown make sense from a consumer’s point of view?
- Is the content in which my ad is shown published by a well-known/trusted media publication?
- Is the traffic of the publication in which my ad is shown fraud-free (e.g., delivered to humans vs. bots)?
Even though there are a lot of tools out there that can help detect ad-fraud, it will somehow remain a technical rat race. To minimize the danger of being affected by ad-fraud, advertisers should carefully select the environment they’re running their campaigns in. Teads actually validates every single impression pre-bid through a partnership with Double Verify, ensuring that our advertisers’ ads are only shown to humans.
These strategies were provided by Christian Griesbach, EVP Publisher Mangement EMEA, Teads. Christian will be speaking at dmexco with André Pätzold, CEO, Spiegel Media on September 13th at 12:00 in seminar 8.
Christian is expecting dmexco to be even bigger in terms of visitors and exhibitors, more speakers, more international presence. More topics and more trends! And he expects a lot of talk about AI.
Interested in meeting Christian or another member of the Teads team? Click here to schedule a meeting or find out more information about our presence at dmexco 2017.