Keeping it simple, it would seem that weeding out fraud is as easy as working with those you trust. Speaking of fraud, it’s apparently staring publishers right in the face when it comes to fishy-looking desktop traffic. When it comes to maximizing end-of-article placements, publishers have options. Maybe it’s time to put the mobile app vs. mobile web debate to bed, and taking a difference-angle look at cookies.
- Fixing online advertising: How to beat bots, scammers … and the invisibility problem (VentureBeat) – In a guest column in Venture Beat, Martini Media CEO Erik Pavelka tackled the issues of ad fraud and viewability. For viewability, we might be a way off. In terms of fraud, the points outlined by Pavelka, while somewhat oversimplified, are on target in that in order for buyers to reach a quality audience, they must work with trusted sellers.
- If Desktop Traffic Seems Suspicious, It Probably Is (eMarketer) – Fraudsters are almost always going to take the path of least resistance. Because of the ease of using infected (and often always connected) desktop PCs, those machines have been shown to create the highest amounts of fraud traffic. It is in knowing this, however, it makes spotting that fraud traffic easy.
- What The Shakeup Of Content Engines & Rise of Programmatic Mean For Publishers (MediaPost) – Here’s a look at those end-of-article placements, which are usually content recommendations, and what publishers can do to maximize the revenue they create.
- It’s time to stop debating mobile app vs. mobile web (Digiday) – The IAB last week said the mobile web was far from dead. This week, Daniel Meehan, CEO of PadSquad, argues that it’s pointless anymore to talk mobile web vs. app, and that “mobile” as we now think of it should just become part of the norm.
- In defense of the cookie (AdExchanger) – Lou Montulli, co-founder and chief scientist at Zetta.net, offers an interesting look back at the history of the cookie, and explains why he still thinks the cookie was the way to go in the early days of online banner ads.