Marketers to Demand Verification on Programmatic Ad Buys

Online marketers have a great opportunity to connect with digital consumers. But, they also need to make sure the targeted verifyconsumers are actually seeing the ads they’re paying for. These days, marketers have to worry about whether their display ads are appearing ‘below  the fold’. They also need to concern themselves with whether the traffic statistics being reported are valid.

Solve Media regularly issues its Bot Traffic Market Advisory Update to let marketers know roughly how much traffic is considered ‘suspicious’. On the web, the numbers are rather astounding. As much as 43% of all traffic is deemed suspicious with 29% of that linked to bots. In the mobile world, Solve Media analysts say that 29% of traffic is suspicious, with 14% being linked to bots. If these numbers are true, mobile advertisers could be wasting ‘close to a billion dollars in ad spend.”

In general, marketers believe that buying ad space directly from publishers protects them from exposure to high-​risk advertising. They express more concern about social media sites which are laden with user-​generated content. In particular, Facebook scored lower than premium content sites when it came to worries about capturing audience attention, nearby content being brand safe and viewability. One solution to this problem is for advertisers to work with a verification company that automatically matches ad-​blocking tags to specific parameters and prevents the ad from showing. This strategy saves the advertiser money and protects the brand.

As more buying is automated and until a better solution is found, it seem likely that advertisers will be interested in these types of verification services.

[Sources: Mobile Bot Traffic. News​.solvemedia​.com. 25 Apr. 2013. Web. 22 Jul. 2013; Programmatic buying increases need for ad verification. Emarketer​.com. 9 Jul. 2013. Web. 22 Jul. 2013] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.