Ad verification company Adloox has today announced a partnership with Group M’s mSix as it looks to improve ad viewability, combat fraud, and promote brand safety.
Through integrations with adtech providers such as Ebuzzing, Vivaki and Xaxis, Adloox’s verification technology prevents impressions from appearing against low-performing inventory, allowing media agencies to monitor campaigns, access detailed information on how a campaign is performing at domain level and optimise it accordingly.
“With the growth of digital media spend and programmatic buying, advertisers are getting more focused on efficiency,” said Adloox CEO, Marco Ricci
“Viewability is the buzzword but blatant fraud and brand safety are just as important to brands, if not more so. Improving media buying efficiency costs pennies but saves pounds – a classic no-brainer and the reason this is one of the fastest-growing sectors in adtech.”
Media journalist Dominic Mills wrote last month that the media industry must take the viewability debate more seriously.
“Advertisers [are] paying for stuff that isn’t seen; publishers [are] making money off false pretences; and, not least, media buyers [are] pumping out billions of ads through their trading desks without much knowledge of where exactly it is going and their effect,” Mills said in a Newsline column.
“And that’s before we even get to real-time bidding. How can the big trading desks ensure viewability when the transaction process takes place across millions of pages in milliseconds?”
The news also come less than a month after the Internet Advertising Bureau (IAB) lifted its advisory on viewable impressions for the display advertising market, giving a green light to trade against viewability for the first time.
The standards – which mirror those currently used in the US – have been released to enable the entire marketplace, agencies, advertisers and publishers to benefit from improved quality, accountability and effectiveness of digital advertising.
“We have been impressed with Adloox’s deep-dive approach to ad forensics, which identifies financial inefficiencies, positional issues and performance negligence at site level,” said m/SIX’s head of digital operations, Andrew Prophet.
