Viewability, Ad Fraud, Privacy — OH MY!

At the ANA Masters of Marketing in October, Collective had the opportunity to poll attendees as part of our “Audience Insight of the Day” sponsorship. We asked marketers to address their greatest concerns in the digital space. Their answers sent a clear message of where our industry needs to focus attention.

With programmatic ad serving, viewability, ad fraud, and privacy are obvious concerns. Therefore, Collective continues to tackle each one head-on. Our strategy is twofold—we only source inventory (programmatic and direct) from reliable sources and employ comprehensive verification practices to promote brand credibility. In addition to Collective’s IAB Quality Assurance Guideline (QAG) 2.0 certification and partnerships with Integral Ad Science and Telemetry, Collective takes the following measures to assure brand safety. Viewability: In addition to partnering with verification providers Integral Ad Science and Telemetry, Collective employs an entire quality team whose sole focus is to monitor viewability using multiple measurement techniques. Our platform agnostic approach also means we can work with any other third party verification partner. Ad Fraud: To combat bots and other fraudulent activity, our team hand selects inventory sources and applies proprietary quality-control technology to all inventory to ensure that ads are placed in brand-safe environments viewed by actual humans. Privacy: Individual privacy is critically important to Collective, which is why we take safeguards to ensure we don’t receive any personally identifiable information from our clients or partners.

The Dream Of A Well Curated RTB World

Transparency.  Viewability.  Verification.   Our lexicon of the hottest terms in the ad tech space all revolve around a central theme: lack of trust. Looking back to the beginning of real-time ad exchanges, the incredible reach, scale, and targeting abilities of RTB platforms were so transformative for marketers that they didn’t worry as much about fuzzier metrics. However, as the honeymoon phase wore off, the corrupt elements of the RTB universe presented themselves via the results of advertising campaigns and marketers began to demand more from their demand-side platforms (DSPs).

Show Me What’s Happening

Marketers stopped giving the benefit of the doubt to ad impressions bought on exchanges or DSPs, and began to require that platforms prove the value of the media being bought.  This brought about a push for domain-level transparency, the rise of 3rd-party verification companies, and re-energized industry efforts around battling fraud. The burden of proof had shifted onto the media providers, and in the absence of evidence, the new presumption was that the ad impression was unacceptable. Some prominent agency holding companies even began to require 100% viewability from partners.

Best of Both Worlds

For well over a decade, media networks were able to retain the veil of obscurity over their inventory and run successful businesses. However, it would be naïve to claim that verification will be displaced by trust at this point. But what if we could bring together the best of the old, premium inventory media sources with the benefits of the new RTB universe? If traditional marketing benefits (brand-safety, good performance results, desirable audience demographics) could be combined with the benefits of real-time bidding (individual user targeting, massive reach and scale, elastic prices), marketers would realize the high performance of new RTB metrics and see the desired reach of their advertising, all while delivering cost-effective performance objectives. This is the dream of real-time bidding, and one that Collective is turning into a reality. By taking the inventory curation from our premium network, and applying them to the data science-driven optimization of our proprietary real-time bidder, we have removed the fear and doubt from media buying with high performing, highly scaled, brand-safe media.