There has been a recent shift in how media buyers buy RTB placements. While whitelisting RTB placements is still relevant for direct advertisers and agencies, media buyers either reselling traffic on CPM basis or driving conversions are relying more on the site ids, domains and bundle names coming from exchanges. But what about publishers out there who try to spoof the exchanges and blend robotic traffic with clean traffic?
To stay ahead of the game, or perhaps, the industry, in general, can never be, except to mitigate the situation, it is important for DSPs to put a viewability strategy in place. This may require pre-bid or post-bid integration with companies offering fraud control and viewability solutions. Ad Infinitum’s Ad Ops and technology teams have invested significant time and effort into upgrading its RTB placement techniques and associated viewability metrics to deliver better value to its clients. In addition to partnering with fraud control companies, the ad ops and technology teams have come up with proprietary methods to control fraud. Some of the interesting findings include detecting traffic coming from a higher CPM paying country but rendering in an obscure country! Or some RTB site ids associated with multiple bundles! Contact our sales team today to learn about our fraud control initiatives and how it can help you deliver value.
According to Adweek,
“New York-based eMarketer said that in 2017, 44 percent of all programmatic advertising will be purchased via real-time bidding, or RTB, while programmatic direct will represent 56 percent of programmatic display spending. It’s the third year in a row that programmatic direct will gain on RTB, per eMarketer; For instance, its 2016 estimates declared a 53 percent (direct)-to-47 percent (RTB) split. More specifically, for 2017, eMarketer said, 74.5 percent ($24.25 billion) of domestic digital display ads will run via private marketplaces and programmatic-direct setups. These kinds of systems usually offer higher-quality placements and should avert ad-buying problems. And it sounds like they are growing in popularity by the day.”
Also, read about the digital display ad placements bought today,
The Share of Digital Display Ads Bought Programmatically