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A watershed moment exists in the digital marketing sphere that could mold the future of the industry for years to come.
Maybe you think that ad fraud hasn’t affected you directly or, if it has, it’s only been a tiny fraction of your ad spend. But the issue affects us all. Per Google:How Serious Is Ad Fraud?
Here’s an example of an Instagram ad I created on April 11, 2023 to promote a talent booking app I helped create called Special Guest App:
One industry that remains particularly vulnerable to fraud is app store marketing. Unlike Google and Facebook, app stores offer far-from-sophisticated audience features.
Yet, all of these platforms run a significant risk for mobile attribution fraud as it relates to apps. Since most apps are bid on using CPI (cost-per-install), it’s become easy for fraudsters to manipulate these propositions.
Ad fraud hurts everyone and erodes trust across the entire ecosystem.
The platforms themselves also suffer, as users who receive a poor experience flock to alternative platforms that deliver a better experience.Types of Ad Fraud
Before we proceed, it’s important to delineate exactly what ad fraud is.
While most people chalk it up to bot traffic, there is a considerable portion of ad fraud committed by ad agencies and publishers.
The most common forms of ad fraud include:
Ads on platforms that are not seen by real users.
Ad agencies or publishers who purchase traffic or use deliberate platforms to misrepresent data and performance.
Ad fraud committed by real people is actually the hardest to detect.
Here are some common examples of human propagated ad fraud:
Arbitrage: Publishers who sell traffic to other agencies.
Other examples include cookie stuffing, site bundling, and domain spoofing.6 Steps to Combat Ad Fraud 1. Employ Ad Verification Tools
Some agencies to look into are Integral Ad Sciences, WhiteOps, and Pixalate.
Consider switching your bidding proposition to more actionable metrics, such as conversions or lead forms.3. Use Trusted Platforms
While there is a case for programmatic networks, it should only be used at your own caution. Unfortunately, until Google and Facebook can fix their own issues, it’s important to take more proactive steps to track and block ad fraud before it occurs.4. Don’t Rely on a Machine
This places the argument for taking more control over your campaigns and implementing your own internal policies for manual review.
If you are working with other partner networks, it’s key to demand transparency on their policies and processes to ensure that they share the same values as it relates to ad fraud.
Unfortunately, this is not enough, and it’s important to manually review your own KPIs and performance. Use third-party ad trackers to compare actual data with reported platform data. Most offer their own metrics to track fraud, such as AD Science’s Invalid Traffic data.
By implementing a series of internal policies and reviews in place, you can create a repeatable process that ensures your ad data is not subject to fraud.5. Leverage Big Data Analytics
You can take this one step further by comparing invalid traffic data with other campaign analytics to better understand how fraud is being propagated.
Equipped with this data, you can implement stronger ad fraud practices that strengthen your own core campaigns and drive better results for clients.6. Use Ads.txt
Finally, individual publishers need to adopt the IAB’s chúng tôi protocol to help avoid domain spoofing and resulting ad inventory from ending up on third-party sites.Conclusion
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Ad block usage is on the rise. In their most recent report, PageFair found that 198 million people worldwide now use ad blocking software—representing a 41% increase year over year. Though that number only represents 6% of the global internet population, estimated global revenue loss as a result of ad blocking proclivity was $21.8 billion in 2023—14% of the global ad spend. In 2023, that number is expected to inflate to a startling $41.4 billion.1. Native Advertising 2. Sponsored Content
One of the best examples in recent years is the New York Times’ article “The Surprising Cost of Not Taking a Vacation” (sponsored by MasterCard). MasterCard’s logo and the permalink URL extension “paid post” makes it hard to miss that this is an ad, but the content is well-written, well-researched, and exceedingly informative.3. Interstitial Ads 4. Email/Newsletter Advertising 5. In-Stream and Video Overlay Ads The Only Permanent Solution
The truth is that all of the above bypasses actually address symptoms—they don’t cure the real problem. If we subject our consumers to more of the same content that they’re trying to escape from, we’re more likely to alienate them before we convert them.
All of our digital content has always been at the whim and mercy of our consumers. We tailor headlines to capture their attention, we carefully monitor length and brevity to best convey our messages, and we’ve even exhaustively studied where consumer attention lingers on a webpage to maximize design and on-page SEO. We do this to better understand and appeal to our consumers.
As JR Little from Carat writes, “Instead of trying to regulate ad blockers out of our industry, why don’t we innovate around them? Make them irrelevant by outsmarting them. In the end, our work will be more effective and more interesting as a result.”
Delivering Smart Advertising Media Solutions
MediaTech With high penetration of mobile coverage, ad formats of OneAD Smart Media are all designed with user viewing experience in mind. Taking the series of big high-impact vertical video format as an example, including Mobile-In-Cover-Vertical, Mobile-In-Read-Vertical and Mobile-In-Read-Scroller-Vertical, this format is native and no interference. AdTech Major international brands including liquor, luxury, smartphone and banking choose OneAD as their programmatic-buy partner. It also works with IAS for pre-bid optimization service so as to protect brands from ad fraud and risky environment for brand safety issue. DataTech OneAD works with multiple media partners and continuously captures 3rd party data in real-time. Together with 2nd party data, the 3rd party data helps to understand audience journey and browsing behavior across the cyberspace. After collection, induction and analysis of data, OneAD can portrait the audience’s profile and paving the solid foundation for OneID and OneID graph.Mission and Core Values
Fostering a win-for-all partnership model is OneAD’s core value, and it has been the driving force behind its growth. OneAD positions itself as a double-sided Video Ad Operator (VAO) that concurrently takes care of the needs for both demand and supply sides in the industry.The Brain Behind OneAD
Hilo Chen, Founder and Chairman of OneAD having a strong tech background established OneAD with a great mission to offer an ad solution, which has choices of ad products and data strategies. Therefore, OneAD has organized three Tech teams including MediaTech team, AdTech Team and DataTech team. OneAD Tech team has to research and develop unique ad solutions, optimize performance so as to bring new news and satisfy the ad market all the time. Hilo believes that it is like being in a decathlon. “OneAD must concurrently sharpen the capability and capacity of all three aspects, without skewing to any single tech. OneAD believes that the true competitiveness of technology is from the best practices in the field market. Only if we continuously innovate in technologies and continuously serve in partnership with clients, we can create value and remain the leadership position in the market,” he said.Leveraging Machine Learning in Target Advertising
OneID is a break-through innovation that uses an abundance of machine learning algorithms to get single user’s unified OneID across different devices, including pair algorithm, TF-IDF, LDA, Word2vec, Doc2vec, pairwise algorithm, ensemble learning, etc. It uses Deep Learning, Convolutional Neural Network, to portrait audience’s demographics. The model has a test accuracy of around 70%. It also uses Natural Language Process (NLP), Word2Vec, to get audience interest attribute. The strong base of OneID and OneID Graph allows data application for ad serving such as targeting, retargeting, lookalike & cross channel retargeting; for ad optimization such as Dynamic Reach Optimization (DRO), AdSmart & Predictive Audience spectrum; for analytics and activation such as OneID Audience Manager (OAM) and Quick Plan.Embracing a Culture of Cross-Over Machine Learning: The Face Changer of Advertising Overcoming Barriers
For OneAD, internet users are all anonymous from different devices and media. Their digital behaviors are fragmented so that OneAD has to utilize OneID and unify multiple tags into one person. It is a continuous challenge to make it more precisely due to digital fragmentation.Awards and Achievements
In 2012, OneAD pioneered in launching in-page video ad that was adopted by leading publishers and became the OneAD Video Ad Network. ComScore soon ranked OneAD Video Ad Network as the largest Taiwan video ad network in 2013, surpassing YouTube’s market penetration, with 64 % of desktop population coverage. In 2023, OneAD announced the first programmatic video ad platform in the Taiwanese market, also the first announced audience demographic buying, entering into data era. In the same year, OneAD was recognized as one of the Top 10 Big Data Solution Providers by APAC CIOoutlook and was chosen as a successful Customer Case Study for Google Cloud Platform.The Future Ahead
Why Publishers Show Advertisements?
VPS or dedicated server – $100 per month
Plugins and themes – $50
Content writing and review for around 30 articles – $1000 (approximate cost)
Development and other work – $200
Content publishing and updating old content – $200
Responding to readers, customers and other queries – $200
Note that all costs are approximate as the license and requirements vary largely. The basic cost of running a decent website is $1750 per month. This can increase multifold depending upon the type and size of the site. For example, in addition to the above expenses we also need to purchase other hosting accounts, premium themes from themeforest, premium plugins from codecanyon and also hire freelancers for custom work. Therefore, every publisher needs to monetize their online content in order to run a website and take care of other life expenses.What is Ad Blocker?
Ad Blocker ExtensionsHow to Detect Browser’s Ad Blocker Extension?
There are many WordPress plugins available for this purpose and we will explain setting up this with the popular “Ad Inserter – Ad Manager & AdSense Ads” plugin.
Using Ad Inserter Plugin in WordPress to Recover Ad Blocker Revenue
Install Ad Inserter Plugin
Ad Inserter is a free plugin that offers limited functions and you can upgrade to the pro version for getting complete features. Ad block detection is a free feature in this plugin though you can upgrade to premium for getting detailed statistics and reports.Enable Ad Block Detection
Action – you have two possible options. You can either show some message in the pop-up or redirect the user to a different page. You can use the pop-up message and request users to unblock your website. Alternatively, redirect those using ad blocker to a page on your site and ask them follow certain actions like subscribe to read ad free content. We recommend using dismissible pop-up message with an unblock request to convince users.
Ad Inserter Ad Blocking with Redirection
No action for – you can disable the ad block detection action for logged users or administrators. Leaving this as a blank will make the changes effective for all users.
Delay Action – show the action after defined number of pageviews. For example, you can show the ad blocker detection pop-up message after 2 pageviews.
No Action Period – enter number of days for repeating the action. For example, if the user dismisses the pop-up without unblocking, you can decide not to show the pop-up again for 5 days. In this case, you have to enter 5 in the text box.
Custom Selectors – add custom CSS classes or ids if needed. Generally, you can leave this as blank unless you want to add custom CSS.
Message and Overlay CSS – adjust the display of the pop-up message by changing the width, padding, margin, etc.
Adjust CSS of Popup Message
Undismissible Message – enable this checkbox so that readers can’t disable the pop-up message. The only option for readers is to unblock your site from the ad blocker and refresh the page to reload without ad blocker.
Not Undismissible for – choose logged in users or administrator can dismiss the pop-up from this drop-down.
Enable Popup Message SettingsTesting Ad Block Detection
Ad Block Popup Message
Test your site both in desktop and mobile and adjust the CSS if needed for displaying the pop-up message properly.Example Message for Pop-up
Sometimes it is necessary to first find out how much is the revenue you are losing with ad blocking. Since ad block statistics is a premium option in Ad Inserter plugin, you can use the redirection or pop-up non-dismissible option. This will help you to track the pageviews or force the users to disable ad blocker. However, as a matter of courtesy, you can use dismissible pop-up message with a polite message.
Instead of stuffing the pop-up with too much content, you can show the below simple message while conveying the context.
In most cases, users will whitelist your site if the content is useful and your request is legitimate.Final Words
With the number of COVID-19 cases crossing 18 million mark, the healthcare system across the globe has suffered a major blow against the management of COVID-19. In India, COVID-19 has proved challenging initially for identifying the COVID patients and diagnosing the disease. However, the use of Artificial Intelligence (AI) over the past few years, has rendered the Healthline workers and the government for solutions, to stall this roadblock.
Artificial Intelligence uses the technology of powerful algorithms which then processes the data, thus identifying patterns. Thus, for any Artificial Intelligence to be successful, big data is necessary.
COVID 19 and X-rays:
Across the globe, as Polymerase Chain Reaction (PCR) is expensive and time-consuming, Chest X-rays are now used as a standardized procedure for the diagnosis of COVID-19. However, a simple chest X-ray cannot distinguish the disease and the extent of infection affecting the lungs.
Artificial Intelligence, in collaboration with Chest X-rays, helps in identifying the abnormal findings, thus diagnosing the ground glass opacities in the lungs, which is a classic feature of the COVID-19 disease. Many companies such as Qure.ai, a Mumbai based start-up, and Tata consultancy services have used AI in a chest X-ray for the diagnosis of COVID-19. The AI developed by chúng tôi also helps in identifying the extent of infection affecting the lungs. This is usually valuable for patients who remain in the Intensive Care Unit (ICU).
Contact tracing through AI:
In April, Apple and Google, the two big tech giants, colluded for developing a contact-based app to trace COVID-19 patients. The app works on Bluetooth and has been mostly used in western countries. In India, the government ruled out a similar strategy by developing the Aarogya Setu app.
In June, India told the UN, that drones and contact tracing apps have helped India in managing COVID cases. The app employs Bluetooth and location data to let the user know of any suspected COVID-19 patients nearby. This app is developed in 12 languages and has a user database of more than 10 million people.
Other mobile applications such as “GoCoronaGo” and “Sampark-o-meter” have also been developed for contact tracing by the Indian Institute of Science (IISc), Bangalore and IIT’s.
In Odisha, the state health department co-operated with the IT industry for developing drones which were proven helpful in checking infringement of rules in containment zones.
Identifying Mask Violators through AI:
Apart from using the Aarogya Setu app, for contact tracing, many states have exercised AI to identify people who are mask violators with the help of AI cameras.
In Telangana, due to a surge in the COVID cases, the police department has come up with installing a software tool in the CCTV cameras to identify the mask violators. After identifying it sends a notification to the police headquarters, which in turn sends the update to the patrolling police team.
This model is similar to the AI model developed by China for tracking mask violators. This kind of AI technology is initially installed in Hyderabad, Cyberabad, and Rachakonda.
Treatment through AI:
During the progression of the coronavirus, AI has facilitated manual repurposing of drugs to treat COVID-19. Indraprastha Institute of Information Technology (IIIT) has developed an AI model that can repurpose medicines according to the highest success probability against the disease, instead of going through the entire process manually.
Tata Consultancy Services is also using AI technology to crunch down the large molecule of drugs into highly effective molecules against the disease, thus reducing the time duration of the process.
Besides this, AI has proven effective in providing Tele-medicines and Tele-consultation, online consultation with health experts concerning a particular disease. In many states, like Chhattisgarh, AI is proven as a success by online training of the medics for controlling the COVID-19 pandemic.
In Kerala, Robots are used for delivering hand sanitizers and delivering public health messages at the entrance of the office buildings and in isolation wards, to combat COVID-19.
The IIT and Stanford Alumni have also come up with a solution for disinfecting public spaces. They have developed a machine called “Robo Sapien”, which controls the spread of the virus by ionizing the corona discharge.
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Here are a few transcribed excerpts from our discussion, but make sure to listen to the podcast to hear everything!How Social Media Advertising has Evolved
Within digital media, it’s always interesting to see how consumer habits change over time.
Looking at the pace of change, it always seems like the thing that pops up this weekend becomes popular where it’s completely unexpected. Of course, it’s very hard to look into that crystal ball and see where things will be in five or seven years.
I think where we are today is really the age of platforms, as everyone is saying.
It’s been really interesting to see what’s happened. Again, I think where we are is less transactional, more relational.Distinguishing Good Content
Smartphones being ubiquitous, what’s the right ad experience on mobile? It’s not going to be that kind of display banner from desktops shrunk down into a smaller space. How do we build something that’s immersive and full-screen and engaging and get somebody to raise their hand while they’re looking for that dopamine fix and scrolling through Facebook? Let’s give them a good experience here and let them go further on their own.
I think it’s an interesting way to look at it. We’ve seen success with that for some of our clients and not repurposing creative, but really building something that’s native to the platform.
It even plays into digital video. When you look at digital video and you’re going to run it in the Facebook environment, I think everybody now realizes it’s auto-play, it’s silent, it’s subtitled. What’s the right approach for that? How do we load our branding front end?Finding the Most Accessible Platform for Your Content
There was Kodak. Now there’s really no longer Kodak, but there’s Instagram.
We’re still interested in photography and photos and sharing things and creating memories and preserving them. I think that’s the overall point that there’s some innate human things that are going to continue. It’s just what is the platform.
It may be fluid and it might be Facebook. It might be a little bit different. It might be something new that’s still in development.
The tricky thing with digital is really overall tracking. That’s a question that comes up from clients all the time is what is the overall spend. What percentage of our budget should be in digital? How do we decide that for social media? Social can be very hard to track and digital as well.Transformation in Media Usage
I guess in the overall industry trend over the last five years there’s was sort of a race in marketing tech and ad tech to add more tracking, to go deeper and understand these discreet segments and hyper-targeting populations and looking at everything at the most granular level.
Now we’re hearing Procter & Gamble’s pulling back in a sense. Some of this could be a negotiating power as they’re looking at their overall budget with Facebook. I think the point can also be true that as they’re looking at Facebook overall and saying here is two hundred data points against each of these people, how do we then want to divide up our brand spend for direct response?
Everything is infinitely measurable, but is that really the way to invest in the platform and the way to approach the audience in that transactional manner? Whatever happens, we’re still going to be looking at a sales funnel to some degree.Is Social Media Worth Investing Your Time and Money?
I think it’s really talking to the client about their own goals, their target, understanding within that full target analysis, who are these people, what are their typical media behaviors, weighing social media against everything else that they’re doing in their daily lives and then the budget. How much budget is there and how far can we stretch it?
If we look at those priorities, the audience might be fifty-five and older. They’re primarily broadcast, primetime viewers with a little bit of light online. Maybe they’re checking their bank statements and the weather or Facebook to follow-up with the grandkids, whatever it is. Again, it’s unique to each budget, each brand, each target.Making Your Brand Constantly Top of Mind
Everybody has been talking about Olympics for the last week since it wrapped [a few weeks ago].
I think NBC is learning some hard lessons about trying to force fit content into the traditional broadcast primetime model and looking at an opportunity that was served up for a multitude of sports where people can go as deep as they want and follow everything as it’s happening.
We do live in that world now where everybody gets breaking updates in their smartphones. If you’ve downloaded the app, you’ve opted in for the notifications; you’re going to see the notifications throughout the day. This broadcast partner has decided that they’re going to repackage the content and air it in primetime. I think there’s a limitation there in what they were expecting to happen with the TV viewership that didn’t really match what they were doing online.
I think that just allowing the user to be free to engage where they want to and on their own terms and to go as deep as they want. What are you going to lose by having them go further in digital? You’re giving them the content they want.
It’s going to trend on social regardless. Don’t fight it. Go with it.To listen to this Marketing Nerds Podcast with Caitlin Rulien and Boz Boschen:
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