Industry News: Is Location Data the Attribution Solution?

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  • February 23, 2016
Location data

Assumptions are not a substitute for accurate data. Careful measurement of the effect advertising has on channels, including mobile and TV is essential to realizing the performance and optimization of future campaigns.

However, mapping conversions and interactions from campaigns across many channels and screens is quite difficult. How can marketers get the detailed attribution data they need? With mobile location data.

Mobile data and digital attribution

The rise in connectivity has increased the smart devices we carry, so mobile has become an essential element of our daily routines. Mobile devices and connections grew to 7.3 billion in 2015; by 2020, there will be 11.6 billion connected mobile devices, according to Cisco Visual Networking Index Forecast. The increased usage is a chance for marketers to reach wider audiences and get a better insight into the complex path to purchase.

Read more on PerformanceIn…

Google: Flash Ads Are Finally Going Out, HTML5 Ads Are In

Google announced that it won’t be serving Flash formatted display ads. June 30, 2016, will be the date as of which advertisers won’t be able to upload Flash ads into AdWords and DoubleClick.

But the final date will be January 2, 2017, as of which it won’t be possible to run on Google ad networks. All display ads should be built in HTML5.

In terms of video ads build in Flash, they won’t be affected by these end dates, states the company. When will similar changes affect video is still unknown.

Google announced that these actions will improve browsing experiences for many people on many devices. Advertisers are advised to transform their ad formats before the end dates.

Read more on MarketingLand…

Here Are 4 Common Methods That Ad Fraudsters Use to Make Their Ill-Gotten Money

Ad fraud has been an issue of major concern for digital marketers recently. But how does ad fraud actually work? How do fraudsters operate, and how do they profit from fraudulent ad views?

In recent years, there have been numerous reports on ad fraud, which alarmed marketers. However, a recent joint study has found that bot-driven ad fraud will cost brands $7.2 billion on a global scale. In comparison, the figures for 2015 reported $6.3 billion.

In an effort to clarify the actual operations of ad fraudsters, and how they rob advertisers’ budgets, two experts discuss this issue and explain a typical ad fraudster behaviour.

The four common methods of ad fraudsters are the following:

  • METHOD 1: Traffic Brokers

According to one of the experts, traffic sourcing is a common approach, where a publisher (often unwillingly) signs up with a fraudster. It all starts when the publisher wants to increase traffic and goes to a site that’s run by a fraudster. The fraudster promises a high number of qualified users.

Read more on AdWeek…

 

Mimoza Naumovska

Mimoza Naumovska

Social media manager and content creator at Bonadza. I run the social profiles of the company and craft content for Bonadza's blog. I'm exploring the programmatic landscape and I'm eager to expand my blogging horizons. I love books, beer and gigs.

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