The digital advertising security firm, White Ops has been hired to monitor and track instances of fraud during the month of August. The study will be done via JavaScript tracking tags on various advertisers campaigns. A report will be published at the conclusion of the study which will be intended to give insights and suggestions. The advertisers have not yet been made public, but it is said that they will be among the world's most recognizable major brands.
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.
In today's market, where buying and selling ads has become mostly an automated process, it is important to provide a safe and secure environment for the advertisers, so that they see the advantage of putting bigger budgets into digital advertising compared to traditional media.
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.
It is the hope of the Association of National Advertisers (ANA)that after this study is completed, people will get serious about tracking their ads, and there will be less bad behavior, but things move fast in the ad world and some think this may just be a blip on the radar.
Marketers need to become more proactive in understanding the phenomenon and in finding solutions to fight it. The ANA promised that the results of the study, as well as the conclusions, will be shared with the industry before the end of this year. Hopefully, it will be the basis for further action in fighting bot fraud and in making digital advertising environment a much healthier place to be for all players on the market. It will be a gain for everyone but the thieves.
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.
In today's market, where buying and selling ads has become mostly an automated process, it is important to provide a safe and secure environment for the advertisers, so that they see the advantage of putting bigger budgets into digital advertising compared to traditional media.
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.
It is the hope of the Association of National Advertisers (ANA)that after this study is completed, people will get serious about tracking their ads, and there will be less bad behavior, but things move fast in the ad world and some think this may just be a blip on the radar.
Marketers need to become more proactive in understanding the phenomenon and in finding solutions to fight it. The ANA promised that the results of the study, as well as the conclusions, will be shared with the industry before the end of this year. Hopefully, it will be the basis for further action in fighting bot fraud and in making digital advertising environment a much healthier place to be for all players on the market. It will be a gain for everyone but the thieves.
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