To mock or not to mock?

Avoiding fraudulent advertising campaign verification is critical for publishers

ad-mockup

That is the question frequently asked by media publishers trying to meet advertiser demands related to digital campaign success. The industry’s intense focus on viewability and transparency issues associated with ad fraud hijacks the limelight from another vital area of interest for advertisers: Are campaigns actually running as contracted?

What the advertiser wants, the advertiser gets

To justify the millions (and millions!) of dollars spent promoting products, advertisers rightfully demand proof that their campaigns execute as promised.

From expected ad rendering on the page to accurate targeting by geography and behavior profiles, advertisers want to know that the right ad has been served in the right way in the right location on the right page to the right demographic. In fact, when considering the average spend of a large-scale national campaign flight, many advertisers will assert they deserve to know their campaign is performing as promised.

Authenticated ad inventory yields benefits

The advertising ecosystem is a dynamic environment processing millions of ads covering billions in spend at any one time. Considering that 5% of display and mobile ads are served incorrectly at launch and countless more break during flight, publishers need to actively monitor and protect their ad-generated revenue channels.[i]

Authenticated ad inventory helps publishers secure ad revenue by avoiding pre-planned delivery overages to compensate for anticipated discrepancies. In addition, it also reduces the frequency of misfiring campaigns, thus minimizing instances of “make good” campaigns.

Ad verification is more than good looks

Reputable publishers recognize the value of their high-quality inventory and demonstrate it by providing proof of ad delivery according to established terms. This is a complicated prospect in an age of large-scale campaigns incorporating ads of varying formats (i.e., HTML5, pre/mid/post-roll video, native, etc.) through multiple platforms (i.e., display, tablet, smartphone, gaming consoles, etc.) across increasingly granular targeting segments.

A Photoshopped “mock-up” or full-page capture of the ad on a screen is a start, but it isn’t enough. Presenting a “mock-up” of how an ad should look could be considered fraudulent as it’s not a true representation of how an ad performs across all formats, devices and geographies. In fact, several industries (Tier 2 automotive, pharmaceutical, etc.) and countries (especially those in Latin America) regulate advertising-based billing processes and require third-party verified screenshots upon invoice presentation.

Beyond the visual of “how” an ad looks on a device, publishers must prove that each ad is delivered as contracted with the advertiser. Continuous monitoring of campaigns at launch and throughout flight will quickly detect errors associated with targeting, creative and device-specific issues that impede optimal campaign execution.

Authentication of possibly hundreds of ad combinations—by size, format, device and geography—is used by publishers to substantiate inventory value and by advertisers to audit and measure campaign ROI.

Consider this

To verify accurate ad placement, execution and targeting, a publisher must consider these five factors:

1.    Legitimacy: Screenshots of ads in a live environment truthfully demonstrate that an ad is delivered to the right target. A “mock-up” or “test page” may display how an ad appears on a site, but in reality it provides a false sense of security for how the ad is actually executing. It also infers that the ad will render the same across all devices, OS, formats and geographies.

2.    Accuracy: Mock-ups can’t prove ad placement as many ad units only occur behind paywalls or require an IP address in order to serve the correct messaging to the individual user.

3.    Automation: Imagine scaling the manual process of verifying ads across the overwhelming number of devices, browsers, user profiles, formats, sizes and geo-locations. Without automation, the task is almost impossible. Leverage technology to streamline the process.

4.    Costs: Carefully consider the total cost of ownership when deciding between an in-house or outsourced process. While in-house resources are easier to control, it is difficult to secure funding and keep the staff engaged. On the flip side, outsourcing requires integration, training, probable coordination with targeting vendors, and continuous oversight which could ultimately be more costly than anticipated—not to mention the complications of managing a remote team, in a case of choosing a non-local entity if a non-native entity is selected.

5.    Quality Assurance: Reliance on mock-up designs to certify campaign execution will not catch errors that occur at launch or throughout the campaign flight.

Ad verification is a complex, yet critical endeavor for publishers looking to highlight inventory value. Don’t mock it.

 

[i] The Media Trust analysis of millions of ad campaigns verified over the course of 10 years.

Ecommerce: Are you ready for the 2014 holidays?

It’s the most wonderful time of the year…for ecommerce.

For many, the cooler temperatures and shorter days signal the start of holiday shopping, and the 2014 holiday season is expected to witness a 15.5% increase in ecommerce sales. Mobile transactions will constitute a third of that number generated, with the average consumer spending $248 online. For others, the increased volume of online shopping serves as a tempting target for web-based attacks in the form of malware, and consumers are the innocent participants.

Malware attacks skyrocket during the holiday season. This makes sense when you consider that more than 25% of total U.S. annual online sales are expected to occur in November and December.With more than $6.5 billion in ecommerce sales expected this year, you can bet the online ecosystem will be targeted.

Much like retailers stock the shelves, ecommerce sites load up with images, product descriptions and advertisements promoting this season’s must-have items and offering discounts in preparation to cash in on the uptick in website visitors. However, this super-sized volume also attracts those looking to make a quick buck by taking advantage of your customers and their online shopping activities. They hijack your ads or third-party content to deliver nefarious code that auto installs on your site visitor’s device. Often, due to fraudsters’ ever-increasing sophistication, these ads or images don’t even require user action. The process of simply serving the impression of an infected ad, image or product review can set the malware wheels in motion.

The Media Trust has had a front-row seat to these activities for the past few years, witnessing the doubling and sometimes tripling of attacks via web-based advertisements or “malvertising” from November through January. The attacks typically kick into high gear on the Wednesday before the U.S. Thanksgiving holiday, a time when many employees charged with supporting and maintaining your website are at home enjoying the long weekend. The staff required to keep the website operational focus only on functionality and often don’t notice the anomalous, third-party code piggybacked to their ads and third-party content.

What’s the worst that can happen? Your website and/or ads become a flashpoint for a major attack, infecting thousands of your customers or potential customers with harmful malware. Typically, the malware downloads an exploit kit onto a customer’s device and mines for system weaknesses to leverage, like passwords or access to personal bank accounts. Sometimes, the hijacked content redirects valuable customers to a fraudulent site, resulting in lost revenue. In either scenario, your customers experience a negative interaction with your brand.

The reality is that your public-facing ecommerce site, quite possibly the bread and butter of your business, can serve as a prime purveyor of malware to your customers. The only way to prevent such attacks is to monitor all ad tags and website code executing on the browser or app, including your own code and that of third parties, data management platforms, advertising re-targeters, analytic firms and sales platforms. Continuous, 24/7 monitoring ensures the detection and analysis of all unknown or anomalous ads and third-party code served to the site, and real-time detection enables ecommerce operators to quickly remove and then block the suspicious or malicious ad tag or code before any damage to site visitors or brand occurs.

Brand protection, revenue security and site performance–those are the best holiday gifts to give and receive.