Fraudsters can be really innovative in getting their piece of the pie. Their methods change, and so should the reaction. Know your enemy’s face: learn the main trends and get ready to answer.
Current market trends show that open ad exchanges are losing their positions. Analysts call them nonviable. Such statement is backed by a number of facts.
Prioritization of video sector has proven to be an inherent step in maximising the profits from advertising. There is no magic formula as to gaining the maximum. Yet there are the key areas one should focus on. And we are ready to present them.
Programmatic’s victory march goes on. This time, it’s all thanks to Programmatic Direct. The new link in the ad server chain allows for programmatic advertising to get even bigger revenue. And upcoming trends promise a continuing rise.
As we know, ad exchanges operate fully automatically. Due to the lack of human control, ad fraudsters are able to use non-human traffic activity for gaining profit. Ad fraud happens all over the world, yet in China the problem is particularly severe.
TBWA Worldwide’s global data director is known for combining logic and creativity in his work. Baker Lambert has launched a number of successful campaigns for such global brands, as Nissan, AirBNB, Twitter, Gatorade, Adidas and GoDaddy. As he states, most marketers focus on targeting and ROI, while missing out on using data as a tool to get the message across.
