“Nobody counts the number of ads you run; they just remember the impression you make,” said the late Bill Bernbach, often heralded as the original Don Draper. This couldn’t be more true now, as the industry moves beyond counting ad impressions as a key metric – especially with the advent of ad fraud (set to cost brands USD 16.4 billion globally) affecting the reliability of using impressions as a means to measure performance.
Ad fraud remains a huge issue for the industry, yet too many firms are burying their head in the sand and waiting for someone else to fix the problem, argues DataXu's James Sampson.
Today’s column is written by Andy Dale, VP, legal and data protection officer at dataxu. My grandfather was a real-life “mad man.” During the “creative revolution” of the 1960s, he built copy and art teams at Doner Advertising, handling feisty regional and national accounts such as Colt 45 malt liquor, Ball Park Franks and Tootsie Roll.
Advertisers and agencies want more video content, but few publishers in Asia-Pacific are scaling up to meet the increased demand over concerns about cost and complexity. Eager to reduce their dependence on YouTube, marketers in the region are keen to seek out alternative video inventory, says James Sampson, DataXu’s Asia-Pacific vice president and general manager. However, most premium publishers have yet to add video content at scale, he notes, adding that there also are other issues to consider.
The Trustworthy Accountability Group (TAG) on Monday awarded its first set of “Certified Against Malware” Seals to nine companies that have implemented its anti-malware standards.
Programmatic marketing software company DataXu has launched its own bid to tackle ad fraud with a marketplace containing only “authentic” inventory. DataXu has claimed that the new platform, dubbed the Validated Inventory Marketplace, will reduce advertiser’s exposure to counterfeit inventory or ‘domain spoofing’ – when a buyer is duped into buying from a supposedly premium site with a fake URL.
The digital-advertising industry is looking to stamp out bogus ad inventory, like websites that claim to be premium brands but are actually sites the average person hardly ever visits..."There’s quite a bit of mislabeling of traffic," said Mike Baker, CEO of the ad-tech firm DataXu. "It's become somewhat pervasive over the last few years. It could account for 20 to 30% of the traffic on some secondary and tertiary [ad exchanges]."
DataXu and Teads on Wednesday said they’re partnering to enable DataXu to purchase new video ad formats from Teads Studio programmatically.The deal means that DataXu’s brand and agency customers will have access to video ad formats from Teads that can be delivered across devices and reported on in real time via DataXu’s self-service user interface.
The way we consume television has been fundamentally transformed. Gone are the days when we’d rush through dinner to catch the latest episode of our favorite primetime TV show — ours is an era of watching on-demand, whether in the kitchen or on the subway. But while consumers quickly change their television habits, advertisers have been slow to change theirs.
Programmatic marketing solutions provider, DataXu, was recently named a leader, including the highest score possible in the product strategy criteria in The Forrester Wave: Omnichannel Demand-Side Platforms, Q2 2017 from Forrester Research. Quite an achievement for a company, which started its operations by providing data analysis to NASA, trying to figure out a way to send a human to mars and back.
For several years, ad buyers treated DSPs like commodities. Buyers approached DSPs like they were ad networks and they’d add 10 platforms to their campaigns, hoping that one would eventually give them price advantages, said Ed Montes, CRO at DSP firm DataXu. But those days are coming to an end, as buyers wise up to how programmatic buying works.
Attracting and retaining talent in an era of exponential change is a global challenge, but in a region as fragmented as Asia Pacific, it becomes even more interesting. The opportunities do outweigh the challenges of course, so how can the industry make sure it’s future-ready from a people point of view? Dataxu APAC vice-president and general manager James Sampson answers The Drum’s regular Q&A, in which industry leaders, new talent and everyone in between, will cast their opinions on whether the marketing industry has, when talent is concerned, got its own marketing problem.
DataXu and Placed, a provider of location-based attribution services, on Thursday said they have partnered on a solution enabling DataXu’s brand and agency customers to reach consumers in Placed audience segments -- based on store visits -- across digital and television properties.
Forrester this week released a report on the demand-side platform (DSP) landscape amid the roiling waters of ad tech.