ANA, the Association of National Advertisers, decided to take a decisive step in the fight against bot fraud in digital advertising. This step is not going to punish everybody. It is only a month-long study that aims at understanding the extent of this kind of fraud. This study, organized in cooperation with the security digital company White Ops, will track and monitor the campaigns of 30 major advertisers. Their names had not been made public, but it seems we talk about important brands everybody knows and perhaps uses.
The month-long study involves 30 well-known advertisers who agreed to allow the tracking of their digital advertising campaigns with the help of Javascript. The company handling the technical details in White Ops, a digital advertising security firm that has everything needed to perform this task in excellent conditions. The names of the advertisers have been kept secret, but it seems they are among the most recognizable brands at international level. If those giants accepted to get involved, you can realize there must be something very important about this study.
There is disagreement in the industry, with some of the major players calling the concern "disingenuous" and pandering with "scaremongering." Nevertheless, there is agreement that fraud does exist, and it is just a matter of how much exists.
This may look like a rather small step in this fight against bot fraud, but it opens the gates for more actions to be taken, once the extent of the damage will have been evaluated. Advertisers will also become more sensitive to such fraud attempts, thus investing more resources in protecting themselves and their campaigns from losing money this way.
Bot fraud poisons the digital advertising system, there's no doubt about it. However, when it comes to estimating the extent to which it penetrated the system, it's hard to come up with any figure. This is why, the Association of National Advertisers, also known as ANA, started a study in which they are going to track the campaigns of 30 advertisers for 30 days.
The study is going to take place during the month of August. It is handled by White Ops, a digital advertising security company. They are going to use Javascript tags to track all campaigns that participate in the study.
The month-long study involves 30 well-known advertisers who agreed to allow the tracking of their digital advertising campaigns with the help of Javascript. The company handling the technical details in White Ops, a digital advertising security firm that has everything needed to perform this task in excellent conditions. The names of the advertisers have been kept secret, but it seems they are among the most recognizable brands at international level. If those giants accepted to get involved, you can realize there must be something very important about this study.
There is disagreement in the industry, with some of the major players calling the concern "disingenuous" and pandering with "scaremongering." Nevertheless, there is agreement that fraud does exist, and it is just a matter of how much exists.
This may look like a rather small step in this fight against bot fraud, but it opens the gates for more actions to be taken, once the extent of the damage will have been evaluated. Advertisers will also become more sensitive to such fraud attempts, thus investing more resources in protecting themselves and their campaigns from losing money this way.
Bot fraud poisons the digital advertising system, there's no doubt about it. However, when it comes to estimating the extent to which it penetrated the system, it's hard to come up with any figure. This is why, the Association of National Advertisers, also known as ANA, started a study in which they are going to track the campaigns of 30 advertisers for 30 days.
The study is going to take place during the month of August. It is handled by White Ops, a digital advertising security company. They are going to use Javascript tags to track all campaigns that participate in the study.
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