TAG Says Its ‘Certified’ Initiative to Fight Ad Fraud Is Ready
The Trustworthy Accountability Group (TAG) has just launched its “Certified Against Fraud” initiative which will be available to to buyers, sellers and intermediaries in the digital advertising supply chain that complete rigorous anti-fraud requirements. AppNexus, Collective, DoubleVerify, MediaMath, Omnicom, WhiteOps and others have already signed up for the process. Each company is expected pay $20,000 annually to maintain the “Verified by TAG” seal. Read More.
Facebook Is Expanding Its Video Ads
In a major expansion of the Facebook Audience Network, Facebook is now extending its capabilities by adding pre-roll, mid-roll and post-roll video ads for brands advertising on third-party publishers’ websites and apps. “Video is exploding and we see that trend continuing, both with publishers and with advertisers on the Audience Network. The goal is to bring great ads into that format, helping advertisers, publishers and improving the experience for people.” -Brett Vogul, Lead Product Manager. Read More.
Virtual reality hardware is predicted to reach $2 billion in 2016, and Adobe is banking on its growth by expanding both Adobe Primetime and Adobe Marketing Cloud with virtual reality and augmented reality (AR) support. “As VR becomes more widely accepted, as the technology improves and as the hardware becomes more affordable, I suspect we’ll see more and more marketing in that realm,” says Paul Parriera, CEO of marketing provider Company Cue. Read More.
Google Preparing Response to Ad Blocking Problem
Google is exploring the creation of an “acceptable ads policy.” With the details of these standards unreleased, we are unsure of whether these policies will be specific to Google, or aimed to be applied to the entire web (with the backing of a third party such as the IAB). If it is the latter, concerns may arise from publishers and advertisers alike. Regardless, the research that will go into this initiative will be informative in shaping acceptable ads in the fight against ad blocking. Read More.
Comcast’s AudienceXpress Tests Demand-Side Interface, Gives Agencies Direct Access
In a move that could accelerate the programmatic TV marketplace, Comcast has rolled out a self-serve platform—Pronto—which enables agencies to build TV audiences based on their campaign objectives. Mediapost’s Joe Mandese calls this a “baby step” in the right direction because while it gives agency planners and buyers all the controls of assembling the audiences, providers (mainly cable TV operators) still control the supply of inventory and how it is priced. Read More.
BuzzFeed is building the global ad agency and content platform of the future. Hive, Buzzfeed’s massive data-driven initiative, has made huge investments to better understand, create and distributing content on behalf of brands. “Their ability to conceive, create, test, define, and then either abandon or rinse and repeat is phenomenal,” Rob Norman, Chief Digital Officer of GroupM. Read More.
Ad Blocking to Cost US Media Owners $12B by 2020
The rise of ad blockers may cost media owners in the U.S. $12.1B in lost revenue by 2020, Optimal.com reports. Over 90% of blocked impressions currently come from desktop browsing while growth of ad blocking on mobile intensifies as consumers’ web browsing habits migrate to these devices. Read More.
By Forrest Whaling (@fwhaling)
Senior Marketing Manager