'Net Features : ad exchanges

The Highest Quality Ads are Directly Purchased

Michael Garrity — Tue, 19 Feb 2013 16:45:00 GMT

For the first time ever, the digital media advertising intelligence provider Integral Ad Science’s “Semiannual Review” will include insights from the company’s proprietary TRAQ score, which provides a single holistic metric that helps buyers and sellers determine the overall quality of each one of their ad placements, and particularly how this impacts consumer engagement.

The review, which provides key discoveries on “media quality themes across the digital advertising industry,” analyzes billions of ads and Web pages every day, and the new TRAQ score is based on various environmental and exposure factors, such as brand safety, page content and structure, viewability and share of view, ad clutter, ad collisions and the likelihood of fraudulent or suspicious activity.

According to the report released by Integral Ad Science, ad placements that were purchased directly from publishers had the highest average TRAQ score with 720 out of 1000. Following those placements were advertisements bought through ad networks (with an average TRAQ score of 593), hybrids (587) and ad exchanges (560), and all of these values fall within the company’s “satisfactory” range. Higher scores suggest better performances for both direct response and brand advertisers.

Integral Ad Science’s review also looked at different verticals, where “shopping” had an almost perfect TRAQ score of 980. It also revealed that around 20 percent of all ad impressions are suspicious of being fraudulent, and when looking only at advertisements from ad exchanges, that number increases to 30 percent. Moreover, the number of ads viewed on mobile and tablet devices have nearly double, and nearly 20 percent of ads now collide with an advertisement from the same campaign. Finally, the Semiannual Review said that viewability had remained (mostly) consistent since the last report, with an average of 44 percent of ads staying in view for at least one second across channels, while less than 20 percent remain in view for 15 seconds or longer.

MediaMath Opens Up the DSP

Pete Prestipino — Wed, 11 May 2011 15:09:00 GMT

MediaMath, a provider of cross-exchange ad management and technology services, has released Brain Algorithm Visualization, a tool which provides transparency into demand side platforms to users of its TerminalOne platform - an automated digital marketing platform.

TerminalOne clients’ users can now see how individual impressions are valued, and precisely what data drives the valuations.

“It’s not enough to generate the best campaign performance – sophisticated buyers need to transparently understand how and why that performance is achieved,” says Ari Buchalter, PhD, MediaMath’s COO and chief architect of its Brain algorithm. “There were no pre-existing tools that really addressed the challenges of RTB, so we built our own from the ground up. Now we’re sharing what we’ve built with the world.”

There has been a noticeable uptick in automated marketing platforms of late. Where MediaMath and its TerminalOne product shine however is in their committment to transparency for the sake of performance - their clients and their own.

Snapshot of the TerminalOne platform:

New Facebook Changes, Discussing Ad Exchanges

Mike Phillips — Wed, 06 Oct 2010 20:21:00 GMT

Facebook unveiled some new changes today, including the ability to export your own data and new Groups features for forming tight-knit communities based on common interests. There are some interesting implications for advertisers, marketers and individuals. Also, we talk about the new state of ad exchanges with Jay Sears, General Manager of ContextWeb.com.

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Quality Assurance on Networks and Exchanges (IAB Guidelines)

Administrator — Thu, 24 Jun 2010 13:46:00 GMT

The Interactive Advertising Bureau (IAB) today released the finalized “Networks & Exchanges Quality Assurance Guidelines,” a document that standardizes the information networks and exchanges provide to advertisers, enhances buyer control over the placement and context of advertising, and builds brand safety.

The guidelines, should they be adopted, are quite far reaching - allowing for transparentcy of inventory souces, publisher relationsjps, content tupes and ad placement details. The guidelines also provide universally define content categories for advertisers and require that networks and exchanges rate content for audience segments.

The “Networks & Exchanges Quality Assurance Guidelines” can be found on the IAB website.

“The feedback we received from marketers, agencies and publishers confirms that the guidelines are truly game-changing,” said Sherrill Mane, SVP, Industry Services, IAB. “The definitions, standards and practices covered by ‘Networks & Exchanges Quality Assurance Guidelines’ afford advertisers the highest level of brand safety when they buy on networks and exchanges.”