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Agencies: “Stop fishing in the cesspools of inventory”

Agencies: “Stop fishing in the cesspools of inventory”

Advertisers and agencies need to stop fishing in the “cesspools of inventory” if online ad fraud is to be tackled effectively, according to VivaKi’s president of audience on demand, EMEA, Marco Bertozzi.

Speaking to Newsline at the Automated Trading Debate on Monday, Bertozzi said that while ad fraud remains a serious problem for the industry, there are clear steps advertisers and agencies can take.

“There are a number of ways of avoiding ad fraud,” he said. “Don’t fish in those ponds in the first place is a good place to start. Secondly, have processes and structures that vet everything that you’re buying in advance and don’t rely exclusively on technology to vet in real-time as you serve the impressions.”

Bertozzi said that while agencies should be responsible for ensuring brand-safety, there is also an onus on advertisers to put more pressure on agencies to make sure they are paying for quality ad space that is viewed by real people.

Watch the five minute video interview, above, in which we speak with Bertozzi about the scale of online ad fraud, what advertisers can do to help create a safer environment and the need for regulation.

Charline Clerk, Inventory Clerk, Tick Tick Check Inventories, on 03 Nov 2014
“It is all about creating brand safe inventory. I myself have encountered a number fraud situations I was lucky enough to avoid. As an inventory clerk professional I know how it feels on both sides. Sometimes people simply have no choice but the low quality of inventory, but in the general picture, advertisers have to follow clear rules. Charline Tick Tick Check”

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