Following our article on some of the industry buzzwords, we decided to touch the deep waters of Ad Fraud and do a special post explaining some of the most popular terms you’re just bound to meet. Given the fact this season online shopping is expected to reach another milestone and become one of the main channels for consumer engagement, being aware of the threats and means to overcome them is essential for businesses.
One of the biggest forever ongoing topic in the industry is not evolving around the question: “Who has seen my ad?” but on “Was my ad really seen?”. This puts the frame of the core problem - “false impressions”, or ads viewed by non-humans. The rapid expansion of the digital space brought up plenty of opportunities for advertisers but in the same time inspired new tricks to mimic human behaviour. After all, advertising can be a meaningful medium to connect with the audience only if you … well, connect with it. To fake this connection, a specific type of robotic actors were created. Known as “bots” they generate false traffic and lure advertisers into believing there is a real human engagement. Bots remain one of the top priorities across the online ad industry and a huge segment of the AdTech market is focused on developing technologies to tackle them. Although the debate and fight is ongoing, programmatic technologies provide more secure environment for the ad placement and more correct means to measure its viewability.
In some dictionaries you’ll find that ad stacking is when placing multiple ads on top of each other and only the top is visible. While also true, ad stacking has grown into including other misleading practices. It could be impressions concealed behind content, or ads displayed in tiny 1X1 pixel i-frames. Actually there are cases when whole website are stuffed into such non-viewable i-frames.