After a bad experience with bot fraud and domain spoofing, vice president of programmatic and data strategy at Business Insider, Jana Meron articulates the need for all elements of the advertising world to “commit to enforcing higher standards.”

Responsibilities

• Exchanges must police their buy-side partners to assure they are not reselling inventory.
• Supply-side platforms need to enforce their contracts with buyers. Turning a head when there’s suspicion does injustice to those who are footing the bill.
• Publishers must fight unauthorized reselling of their inventory and join IAB Tech Lab’s Ads.txt initiative.
• Demand-side players must resist ads that “appear too good [read: cheap] to be true.” Best practices say one should use third party fraud tracking and blacklists to reduce bad actors while seeking exchanges that actively search for fraud.

Source: AdExchanger

At a recent Advertising Week panel the subject of regaining trust in the current advertising market was discussed. It was David Kohl, president and CEO of TrustX who turned the conversation when he said, “Ultimately it’s all about the consumer. You’re in the business of putting content in front of consumers, and we need to stop being in the business of monetizing the consumer. We must aim at creating an experience that’s respectful of the consumer’s time and engagement. It is our job to offer an experience that works for our consumers. Only then can we build that trust.”  That statement cuts through the haze yielding unusual clarity.  Lesson learned.   Source: CampaignUS

Here is some collected wisdom from Advertising Week’s recent panel called, ‘We must be able to do better than this: making better ads for mobile.’

Steve Ellis, chief executive officer of WhoSay;  “There is a physical change of behavior… around carrying smartphones and we haven’t altered our advertising thinking to address those tactile changes.”

Brian Wong, chief executive officer and founder at Kiip mobile advertising network;  “Marketers, agencies and brands need to start understanding ‘what people actually do on the phone.’”

Ian Schafer, chief experience officer at Engine USA, a multi-faceted agency: “The most successful efforts on mobile screens are the ones that look less like advertising and more like content, while still getting the message across to the consumer.”

Russ Freyman, head of partnerships at Google; Speedy page rendering is important for ad consumption. “If the user is spending more time consuming the content, it’s more likely that their ads become more viewable.

Source: The Drum

IAB is sponsoring an event at which industry leaders will discuss how publishers can better monetize their mobile inventory.  Given that the time spent by mobile users is greater than time spent with desktops, it is notable that mobile’s advantage has not been successfully converted into ad dollars. This webinar promises to address the discrepancy.  Sign up for the October 26^th event at the following web address: https://primetime.bluejeans.com/a2m/register/hxevhgrv   Source: Internet Advertising Bureau