Pixalate sat down with Matt Barash, Head of Strategy and Business Development atAdColony, a mobile advertising and marketing platform, to discuss transparency and accountability in digital advertising.
AdColony on trust and transparency in digital advertising
Prioritize the latest industry standards. Barash says that prioritizing the latest industry standards — such as OMSDK, sellers.json, app-ads.txt, etc. — is a key way to display accountability in the digital landscape; it shows you are constantly staying on top of the latest tech and trends
The industry has to clean up its act. There have been bad actors in digital since its inception (20+ years), and Barash says the time has come for more companies to rely on accredited third-party measurement companies to clean up the ecosystem
All stakeholders need to take a vocal stand. "We'd love to see the buy-side — not just technology providers, but holding companies as well — say, 'IVT is a real problem ... we want to ensure quality on behalf of our partners.'"
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Per the MRC,
“'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other
legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC,
“‘Invalid Traffic’ is defined generally as traffic
that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts.
Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.”