Opinion

The problem with ad quality

The mobile advertising boom presents a serious element of conflict for publishers and advertisers alike. With double-digit growth, mobile will soon contribute heavily to digital advertising, becoming the largest advertising platform globally. However, when you look behind the curtain of elaborate industry terms and tech, there is a rather baffled ‘wizard of ads’ wondering how everything is still working without being fully connected.
The industry is awash with middlemen trading between each other; advertisers are trying to track everything so they can salvage insights from the mess created. The middleman issue is so prolific that when the IAB interviewed networks and publishers last year, 82% of respondents said they had no idea where their ads were coming from. The focus is on adding value to advertisers while overlooking systemic issues, which devalue the inventory they are competing to buy.
Ad networks spend hundreds of millions to combat fraud, but the focus remains on publishers that exercise flawed, unethical practices, publishing poor quality ads that taint apps and websites – this activity contributes to 15% of all users blocking ad content. Ad fraud can remain undetectable until the point it is served and is sometimes only picked up by users via social media when it’s too late.
Pubguard proactively reviews ads for in-app and desktop publishers – 20% of inventory reviewed in our free trials range from broken ads to illegal content. We work with our clients and their suppliers to identify the source of the ads and shut them down before they become a public issue. By cutting out unwanted ads, we have improved ad engagement rates by 7%, increasing inventory value and demand.
Some publishers have been forced to cut lucrative networks because a small percentage of their traffic has been tainting their sites, and some premium advertisers are unaware that their ads are sandwiched between illegal content, damaging their brand. Fighting against this activity and working with networks to isolate and eradicate ad fraud, Pubguard has created a solution that identifies ad fraud and notifies everyone involved to shut it down immediately, with the least effort, ensuring fraudulent traffic and activity is unprofitable and unsustainable.
Our tech works without integration, has no impact on users and tracks ad fraud back to the initial campaign set-up. Embraced by the largest publishers and networks in the world, you too can register for a FREE trial on our site.

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Justin Wenczka

A mobile advertising expert who specialises in performance marketing and insights.