Visibility, AdFraud, Privacy and Brand Safety are the most important quality criteria in the online advertising business.
Advertiser always wants their ads to be placed 100% viewable by real humans who are in their target audience. Bot Traffic is online traffic which is not human-generated. This traffic usually is generated from a program or automatic script. These scripts or programs can do things like clicking ads or filling out forms. The share of bots is vast; over 50% of the traffic is bot traffic. Bot-traffic can be good or bad, here are a few examples for the different types:
Good Bots are search engine bots, monitoring bots (is your website always accessible?), SEO crawlers and other. Bad bots create clicks or downloads, steal content from websites, post phishing links or bring down sites.
Fraudulent Publisher creates a massive number of websites only filled with bot traffic or does fill their human traffic sites with bot traffic to increase turnover. As there are good results like clicks within the first few days, they get a reasonable budget from the dsps, and the conversion rate shows us after a few days that the traffic is not human-generated. Within these days the fraudulent Publisher made lots of money, and when the DSPs or SSPs stop the respective Publishers, they started two or three new websites with bot traffic.
What can we do against Fraudulent Publisher?
We at ConnectAd always check our reportings EVERY DAY. So we can be sure that - if there is a suspect Publisher - we act within one day.
The ads should always be delivered in an appropriate editorial environment. An ad that is not viewable has no value. Therefore, all publishers should always commit to all operational and contractual methods to permit an accurate assessment of viewability. The online advertising market must be trustworthy, and there should be zero-tolerance for online advertising fraud on all sides. One huge step into a cleaner and the better environment was the launch of ads.txt in 2017. As many DSPs only spend their budgets if the website supports ads.txt a considerable number of unauthorized sellers and shabby publishers lost their investments.
As data is getting more critical for advertising efficiency, responsible and lawful processing of personal consumer data must be the priority for the advertiser as for all their partners including the Publisher who must be data protection compliant.
All advertising customers want to avoid bad ads and therefore, their digital advertising being delivered in an appropriate editorial environment offered by trusted publishing partners. Offering blacklist targeting, whitelist targeting, and overall third-party measurement and verification is a need to build up the trust between advertiser and Publisher.
Of course, brand safety is individual for each customer and brand, but there is content which is never acceptable for any brand. Pornographic content, illegal content including drugs, alcohol, illegal downloads, adware, malware, hate speech and propagandistic content, depiction of explicit violence, political and religious controversies, unmoderated user-generated content, disaster and catastrophe news should always be avoided as environment for ad placements.
Only by a collective effort of publishers, their SSP partners, advertisers and their agencies, we can ensure a satisfactory level of media quality!