What was the buzz around the office last week? Buyers and publishers are putting quality first, ad fraud concerns may also end domain spoofing, and how publishers plan to monetize over-the-top video.
Looks like ad tech is rooting for the premium publisher. Thanks to 3rd party verification tools; viewability and audience metrics have improved the relationship between buyers and publishers. Premium publishers have also nurtured their relationship with users by providing them a positive experience. According to AdExchanger, advertisers are moving further away from scale and going towards quality instead.
Domain spoofing is still a problem for marketers. The crackdown on fraud and the demand for brand safety has brought the practice of flooding fake traffic to the forefront. The IAB recently started ads.txt, an initiative created so that buyers have the opportunity to view a publishers inventory before bidding. While this may be in the far distance, Digiday explains how ads.txt looks to offer DSPs and SSPs the ability to detect spoofed domains.
Some extravagant measures are actually more problematic than they are beneficial, add over-the-top (OTT) video to the list. Desperately eager to monetize video, publishers are citing barriers in earning revenue from OTT video due to varying formats. MediaPost details how in spite of issues with OTT, publishers will continue to invest in the format and how monetization will improve once measurement efforts do.