The Inefficiencies Of Exchange Traded Media by AdExchanger

Steve Latham, founder & CEO of Encore Media Metrics, mentions that there are plenty of inefficiency and waste in programmatic buying.  From fraudulent impressions, excessive frequency caps, and showing ads on sites with more than 6 ad placements.

Excerpt:
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Where Waste Occurs

Optimizing media starts with eliminating wasted spending. In the RTB world, waste can take many forms:

• Fraud: Either 1x1s sold into exchanges to generate revenue or impressions served to bots, or nonhuman traffic.
• Nonviewable ads: These are legitimate ads that are not viewable by the user.
• Low-quality inventory: Refers to ads served on pages whose primary purpose is to house six, eight or more than 10 ads.
• Insufficient frequency: Too few ads served per user – one or two – to create desired awareness.
• Excessive frequency: Too many ads served to individual users – more than 100, 500 or more RTB impressions over 30 days.
• Redundant reach: Multiple vendors target the same users. This is often a consequence of vendors using the same retargeting or behavioral tactics to reach the same audiences.

Quantifying The Costs

The percentage of wasted impressions varies by campaign, but it’s usually quite significant. Here are some general ranges of wasted RTB impressions:

• +/- 20% of exchange-traded inventory is deemed fraudulent, according to theIntegral Ad Science Semi-Annual Review 2013.
• +/- 7% of viewable inventory is served on ad farm pages (more than six ads).
• +/- 60% of legitimate inventory is not viewable per IAB standard.
• 10 to 40% of imps are served to users with frequency that is too low to influence their behavior.
• 5 to 30% of imps are served to users with frequency greater than 100 over the previous 30 days (the more vendors, the higher the waste due to redundant reach and excessive retargeting).

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Link:  http://www.adexchanger.com/ad-exchange-news/why-exchange-traded-media-is-inefficient-and-how-to-fix-it/

Our take:  Arbigo mitigates over exposure starting from the first important step of advertising--the creative production.  In addition, Arbigo Wide Angle curated site list is updated constantly to avoid showing ads on unwanted sites from the start of the campaign.  And AdLithium shows you a clear view of high level and detailed level of every campaigns that you run with Arbigo.

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It’s Complicated: Online Campaigns With 50 Or More Ad Versions Increase By 32 Percent by Adotas

Excerpt:
"DG MediaMind released new research today showing that digital marketers are managing increasingly complex online campaigns; the number of campaigns that averaged 50 or more ad versions in a single campaign has increased by 32.2 percent over the last four years.

Advertisers are striving to reach multiple audiences with the same campaigns or test variations of campaign messages to audiences, the research shows. Campaigns that had two to four ad versions increased from 24.6% to 29.0%, and those with 50+ ads increased from 5.4% to 6.4%."

Link:  http://www.adotas.com/2013/11/its-complicated-online-campaigns-with-50-or-more-ad-versions-increase-by-32-percent/