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The Golden Rules of Video Ad Design

Defining ‘Cross-Screen’ Advertising
June 23rd, 2015

By Grant le Riche, Managing Director, Canada, TubeMogul

Grant le Riche

Grant le Riche

Earlier this quarter eMarketer published a report estimating that one out of every three ad dollars spent in Canada in 2015 will go towards digital, with mobile in particular, set to grow exponentially in the next few years.

The confluence of this mobile-fueled digital growth and the recent rise of automated TV buying have minted 2015’s newest buzzword: “cross-screen” advertising. And while cross-screen seems simple enough to conceptualize – efficiently advertise to viewers as they consume content across different devices – it actually means different things to many different people.

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Executive Forum Recap: Fraud & Viewability Take Centre Stage
June 22nd, 2015

By ACA Staff

Establishing a more transparent media marketplace has been top-of-mind for marketers this year, and on June 10 at the ACA Executive Forum, marketers showed how they are taking action.

Spring 2015 Executive Forum Panel

Spring 2015 Executive Forum Panel

The topic – Taking a Hard Line with Online: The Client Perspective – created considerable buzz among the more than 100 attendees in a cinema at Toronto’s Tiff Bell Lightbox, with several saying afterward they were leaving armed with insights to share with their teams.

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3 Steps to Tackle Fraud in Digital Advertising
June 15th, 2015

By Joan Brehl, Vice-President and General Manager, AAM Canada

We’ve all seen the headlines and statistics:

Advertisers will lose $6-10 billion to bots in 2015.

More than half of ad impressions are not seen.

A quarter of all video impressions are fraudulent.

Brands are not safe from bots and invalid traffic.

As an experienced digital auditor, the Alliance for Audited Media goes behind the scenes to examine the sources and systems of the underlying issues plaguing the digital advertising ecosystem. In a new white paper series, we delve into the issues of viewability, fraudulent and invalid traffic, as well as brand safety and transparency. This is all from a side you might not have read yet — the auditor’s perspective. Here are three steps all industry players — media buyers, vendors and publishers — can immediately take to make the digital ecosystem a safer place.

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Why Viewability Is Second To Fraud
June 8th, 2015

By Allen Dillon, President and CEO, Sentrant Security Inc.

Allen Dillon

Allen Dillon

There has been a lot of hoopla recently about viewability and how advertisers and their agencies are demanding 100% viewable inventory from publishers. This is an ongoing debate backed by a plethora of data and arguments for all sides, but it often overlooks fundamental security issues that bring all data points into question.

For instance, we need to ensure we are measuring against real human activity first. We must, at the very least, answer the following question with 100% certainty: does the browser rendering the ads belong to a real human?

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Fraud and Viewability – Same Side of Different Coins
June 4th, 2015

By Robert Meth, Head of Enterprise Sales, TubeMogul

Robert Meth

Robert Meth

For the past year, the topics of fraud and viewability have dominated advertising industry headlines, research and happy hour musings. And while most discussion has centred on fairly nuanced aspects like standards and measurement capabilities, a critical component has gone largely overlooked: fraud and viewability are two different things. Grouping these two distinct phenomena together as a single entity neglects not only recent technological advancements in measurement and prevention, but also threatens to actually create more waste.

The thinking goes: “If viewability is about making sure that my ad had the chance to be seen, and fraud is about making sure that my ads are being shown to real humans, then can’t we just combine the two?”

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