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BizReport : Advertising archives : March 11, 2011

BrightRoll, Adometry partner to fight fraud

This week BrightRoll and Adometry announced plans to partner for more security in the online video ad space. Through the partnership Adometry will provide tools for click verification so that BrightRoll clients are ensured that their ads are shown to legitimate viewers. The partnership should increase campaign transparency in the video space.

by Kristina Knight

According to Adometry, formerly Click Forensics, Q4 2010 about 19% of clicks were fraudulent; that is a 4% increase Year over Year but a 3% decrease Quarter to Quarter. However a new way to commit fraud was also identified: analysts recognized a new program which executes a pop-up/pop-over, rotating banner ads to boost impression figures.

This only underlines the need for more transparency and a better ability to identify and fight fraudulent reporting.

"Industry partnerships like BrightRoll and Adometry bring increased transparency and accountability to the online video space. Unfortunately, there are dishonest publishers on the Web, and we have absolutely no interest in supporting their fraudulent tactics. BrightRoll has announced five new partnerships this year alone because we're determined to raise the bar for all players and call out any sites that hinder industry or advertiser performance," said BrightRoll CEO Tod Sacerdoti. "With Adometry, we're helping advertisers identify which sites drive the greatest value for their brand, while protecting them from the industry's dishonest publishers."

Through the partnership BrightRoll will incorporate Adometry's CPC Ad Analytics throughout the BrightRoll Exchange. The system will analyze clicks to determine the quality and actual reach of publisher's ad inventory. That information is then used to optimize campaigns. With this kind of analytical information, BrightRoll should be able to ensure that fraudulent publishers are exorcised from the network, giving advertisers access to more quality publishers and content.

This type of information is important in all forms of advertising, but perhaps of even more import to video advertisers because of the increasingly popularity of video content. As more consumers logon to view content, more fraudsters are likely to try to take advantage of the system.

Tags: Adometry, advertising metrics, BrightRoll, click fraud, video advertising, video content, video measurement

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