BIGGER IS BETTER

As part of its quarterly programmatic marketplace report, Media Experts teamed up with Accordant Media and White Ops to investigate the effects of impression fraud on digital media buyingin Canada. The researchers ran a two-week test campaign, executing random buys across 200 types of suppliers, inc...

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Bibliographic Details
Published in:Marketing 2013-11, Vol.118 (12), p.21
Main Author: Fraser, Jeff
Format: Article
Language:English
Subjects:
Fraud
Inventory
Media planning & buying
Online advertising
Risk exposure
Online Access:Get full text
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Summary:As part of its quarterly programmatic marketplace report, Media Experts teamed up with Accordant Media and White Ops to investigate the effects of impression fraud on digital media buyingin Canada. The researchers ran a two-week test campaign, executing random buys across 200 types of suppliers, including exchanges, networks and direct sales from single publishers. Without applying any fraud protection or verification services, they found that 10.3% of the inventory they bought showed suspicious activity.
ISSN:1196-4650