It’s now a given that advertisers ensure humans, within a brand-safe environment, are viewing their brands. The days of placing an unmonitored advert are gradually coming to an end. There are still campaigns where the advertiser is losing half their budget to bots and non-human views.
As marketing budgets for clients decrease due to ever-increasing available technologies that guarantee a more effective campaign on lower budgets, competition between publishers for advertisers’ budgets is increasing, forcing these publishers to invest in innovative technology that gives them the power to control.
The challenge for advertisers and publishers is to identify the best technology to guarantee full transparency and clearly demonstrate capabilities of reducing, and in some cases, eliminating fraudulent and brand-damaging content from appearing next to their ads.
Our industry is cleaning up its act by moving away from buying inventory that supports ad placements repeatedly being placed next to poor, cheap and fraudulent content.
To ensure new advertising standards are met, it’s advisable for advertisers and publishers to partner with certified GCPP companies who have invested heavily in latest available technology or have developed their own.
With AdZouk’s 1tag Secure, a problematic impression is never served to an advertiser, so the impression isn’t wasted and can be resold on the open market, giving the Publishers the ability to control their inventory, and ensuring they don’t lose revenue.
1tag Secure gives advertisers a 100% digital safe environment, as its hands them control over their online presence and budget and protects the integrity of their brand. 1tag Secure doesn’t flag fraudulent impressions, it totally BLOCKS them, allowing agencies to instantly replace the blocked inventory and keep up the intended scale of the campaign.
faysal.saimua@adzouk.com
Image credit: Pierre Javelle & Akiko Ida
