Ad Fraud: Let Us Count the Ways

A recent Wall Street Journal article proclaims that one third of ad traffic is bogus. The usual culprits brought up in this context include non-viewable impressions, ad injection, botnets, and click-fraud. Proximic’s definition of fraud includes buying blind inventory, buying low quality pages, and lack of performing ongoing (daily) post-campaign analysis. Digital Media buyers must think carefully before they buy. For example, why buy inventory that is completely blind? Blind inventory is any ad impression that has no referring URL or when the referrer points to an ad server, and not to the original content. Buyers are apparently only


Quality Data: Getting rid of Clutter

21 Mar, 2013

A significant portion of today's online inventory is a hot mess of links, fragmented content, graphics, unrequested video, and floating banners. If the cognitive dissonance is too strong, the audience quickly moves on. The skipped ads may have counted as viewable, but the user never noticed them. Quality Data provides additional dimensions to deep page-level analysis and cover three main components: Page Quality: Analyzes the overall page quality by describing the layout of the page. The evaluation is comparable to how major search engines assess the value of a page before making that page part of their search indexes. Noticeability


AppNexus' 30 Apps in 30 Days: Proximic Agents

08 May, 2012

From the AppNexus Blog: Proximic has made their powerful contextual data more accessible for your media buying efforts with the Agents App. The app lets you create and manage Proximic Agents which work continually to scan all available inventory on AppNexus based on specific criteria your set and return only impressions that match your requirements.


Proximic in 125 Seconds

03 Feb, 2012

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