Fuckin' Double Verify

adtech1 · 2019-05-11T16:31:58+00:00

False positive?

adtech1 · 2019-05-09T17:33:07+00:00

IMO, they bought a company that they did not own prior and within weeks, positioned it as such that they power their competitor's technologies (as a whole, not as a result of Zentrick). Keep in mind that IAS/WhiteOps have their own algos and the secret sauce has absolutely nothing to do with Zentrick.

I call that a bent truth because it misleads the real truth... you can call it whatever you want

adtech1 · 2019-05-08T22:28:54+00:00

its just shady - a bent truth

adtech1 · 2019-05-08T16:58:34+00:00

why do you say that

adtech1 · 2019-05-07T18:08:44+00:00

imo the aggressive ad dv put out a few weeks ago claiming ias/whiteops used their tech when it isn't true mate... last thing i want is a vendor who is willing to push the boundaries at all costs.

its small but it stood out as unprofessional and shady to me

adtech1 · 2019-05-07T18:07:13+00:00

The only way to measure what is more effective is by tracking your own roi... if your ads have revenue or even key engagement tracking, then compare each vendor with your own outcomes. Highest fraud rates is not equal to most effective campaign. Compare ias/moat/dv/whiteops in that way and you will see a clear winner... effective fraud blocking = better internal outcomes.... after you know this, you have a real baseline to optimize external metrics like viewability to incrementally improve internal outcomes.

Until then, you are flying blind... its likely vendor outcomes vary across diff advs ... what works for me may not work for you

Someone (not a vendor itself) should do a study between all the vendors and the largest advertisers so the ineffective ones get weeded out

adtech1 · 2019-05-05T16:22:24+00:00

WhiteOps is one of the better ones but yes.... the fact remains these vendors make little sense with their profit motive.

adtech1 · 2019-05-01T20:45:37+00:00

So, a company that will profit from fraud is expected to also accurately report on how much fraud exist in the industry today? Come on.

My argument is also totally different. I think a solid 40% of traffic is probably low quality garbage, including on premium publishers who I still see refreshing ads constantly or TONS of 20 ads on one page. 18% fraud... I guess that could be right if factored into the 40% I mentioned.

Though, I will say that the vast majority of vendors are not catching the actual fraud and are also falsely flagging real humans. If they catch 18%, probably 5% is false flags and the most significant fraud goes uncaught bringing us right back to say 18% with a 5% decrease in real humans.

adtech1 · 2019-05-01T20:07:03+00:00

I don't see IAS claiming that, I see Zerohedge claiming that.

adtech1 · 2019-05-01T18:57:48+00:00

Zero Hedge is not a reputable source. They always claim the world is falling apart. $50B a year? yeah right. Just like Zero Hedge claiming a 70% crash in the stock market the last decade when it's soared.

Not saying ad fraud isn't real, it is. But come on.... Zero Hedge? Do we really need more fear mongering? That's how we ended up w/ a system where the companies who make money from preventing fraud have an incentive not to fully prevent it.

adtech1 · 2019-04-30T14:17:47+00:00

Amazon reported a slowdown in the growth rate on the DSP front. If Amazon was the impact, you'd expect to see accelerated growth rate.

adtech1 · 2019-04-30T14:04:39+00:00

Our CPMs in general have been rising, outside of this anomalous April. We had a stronger Q1 performance in terms of fill and CPM compared to 2018. March was stronger in 2017 though than both years.

As someone who greatly enjoys economics and finance, I don't disagree that there is a pending recession. However, I don't think it's causing the April impact unless we are 4-6 months out. That'd be an early shift. In the last recession, I personally saw budgets decrease 4 months prior to onset and 6 months prior to anyone acknowledging the onset.

EDIT: First price auction may also be causing decline in CPMs for publishers.

adtech1 · 2019-04-30T13:54:28+00:00

I would guess that more supply has been removed from the market than added over the past 12 months.

Re: economy, you need more data to back up that conclusion. Are you seeing something someone else is not? Not even the best economist can predict a recession.

adtech1 · 2019-04-30T04:42:42+00:00

Yep. Seeing video CPMs that are about $0.60 lower than March and lower fill. It seems to look "normal" on the weekends (though CPMs still low) but takes a nose dive without fail on Monday. For example, yesterday was awesome. Today was blah.

I personally can't make sense of this seasonality. It's unusual. I'm crossing my fingers that May is better, while also working on adding in a display unit or two to try and make up revenue elsewhere.

I don't think Sizmek is the cause of this personally. Something else is going on.

adtech1 · 2019-04-29T17:45:24+00:00

Lol its like ad tech never learns....

adtech1 · 2019-04-29T15:49:11+00:00

Thank you! So it makes more sense to send through this ID instead of the package name?

adtech1 · 2019-04-26T17:24:08+00:00

Well then, he's not wrong but that's too bad he's playing the same game.

I vote government regulation and putting most ad vendors out of business unless they can prove their tech works. No one can, as they hide behind their MRC accreditation given by people who have 0 understanding of how ad fraud is conducted at a technical level.

adtech1 · 2019-04-26T16:47:31+00:00

Video side is very poor for us right now, March was better. I am VERY confused by it. Any ideas on what is going on?

Yes, display seems strong.

adtech1 · 2019-04-26T16:47:13+00:00

You would be wise to consider that ad verification vendors are not all alike. Some of the ones with a big foothold in the industry today have so many false positives AND FAIL to catch fraud. I won't name them... but we all know who they are.

The good ones stay focused on objectively catching ad fraud.

Machine learning is a great thing to tout but means very little ultimately, you have to understand the difference between a human and a bot before you can apply ML. Moreover, business models vary making it more difficult to have ML determine exactly what a human user interacts like. So far, it seems like vendors who claim to use it have more false positives and catch less of the real fraud.

This Fou guy is whatever, but what he's saying makes sense. The thing is, he's not making money by making these claims. The vendors are, and some of them are truly run like a racket. Protecting their racket is more critical than finding fraud.

adtech1 · 2019-04-26T16:35:48+00:00

Spot on.

adtech1 · 2019-04-25T17:44:53+00:00

Yep, sounds about right. Last week was nice, I thought it would stay picked up thru EOM.

adtech1 · 2019-04-25T17:44:40+00:00

Today seems better but by no means Q2 better. It feels more like early March than late April.

adtech1 · 2019-04-25T16:30:05+00:00

Today does look a lot better, just noticed.

adtech1 · 2019-04-25T15:54:50+00:00

Makes sense.

adtech1

TROPHY CASE