Comments on: Online Ad Fraud? Not a Problem

By: Mike Dinsdale

Mike Dinsdale — Fri, 06 Feb 2015 21:45:10 +0000

Most enlightening, Brian, and certainly true that as the quantity of necessary info required to be an “expert” doubles every N years/ months, we find more and more people who have reached capacity in very narrow bands of know-how.
But as regards the Comment by JEFFREY relating to Ostriches – being an Old Ostrich from Legacy Media myself, I must take issue.
Firstly, Jeffrey, i think you will find that all of us Old Ostriches who are still around have not only stuck our necks out but have also stuck our heads in all sorts of other interesting places – including above the parapet.. What concerns me is where you may have stuck your head ! Sorr-eee ! Just joshing – of course . However, if you do your homework, you’ll discover this “head in the sand thing ” is a myth.An illusion. Caused by the Heat .
As regards the Changing Times and Our need to Move with them, please remember that it’s our generation of Old Ostriches who like to believe that it was us who ushered in and truly experienced the shock and awe of the Super Computers in Media Planning and Marketing. Pardon me, Jeremy, but it was us, Old Ostriches, who thought WE were Masters of the Universe. And we got it straight from Bob Dylan!( I’m sure you know the words, but if they are not indelibly printed in your brain, as they are in ours, check em out on your Tablet or whatever).
When it comes to “dissing our forebears”, I thought it was us Old Ostriches who were the first generation to lack respect – but I guess, ’twas ever thus..
If you wanna get a feel for what it was actually like to be in the Vanguard of the Computer Revolution in Media, then watch that episode of Madmen when Sterling Cooper takes delivery of the IBM 360.
Before that, it was all punch cards and days even weeks to get results.
Now it’s just quicker and more of it – that might be wrong anyway.
So Jeffrey,don’t kid yourself that you are the first to feel that you are surfing a New Wave.
We’ve all “been there, done that”if you’ll pardon the old 70’s expression. Or was it 80’s ? Or maybe it was the 90’s !

By: Kester Fielding

Kester Fielding — Fri, 06 Feb 2015 13:32:20 +0000

Someone untraceable once said to me in all seriousness. ‘I’m transparent about not being transparent’. So, nothing to worry about there then. Orwell would have liked that.

By: Julian Smallwood

Julian Smallwood — Wed, 04 Feb 2015 18:05:51 +0000

Well put Mike!

By: Brian Jacobs

Brian Jacobs — Wed, 04 Feb 2015 16:19:02 +0000

Thanks to all for your comments.
Simon – I agree with you and tried to make the point that differentiated viewability issues (however defined) from fraud.
Mike – I think Jeffrey probably meant media agencies including the new and shiny ones too. Although I’m not sure that Aegis would qualify as nw and shiny!
Jacques – yes, this seems to be part of the very polarising world we live in!
Jeremy – yes you’re right. If I was an advertiser I wouldn’t be giving up on the tried and etsted formula of TV quite yet.

By: Jacques Lehodey

Jacques Lehodey — Wed, 04 Feb 2015 13:10:50 +0000

I find it interesting how even showing mild concern about digital is automaticaly interpreted as one being a “non believer”. Faud is frightening and wrong just as a media plan without Digital is frightening and wrong. The position is not either/or.

By: Mike Sommers

Mike Sommers — Wed, 04 Feb 2015 11:23:32 +0000

So, Jeffrey “Traditional production and media houses behave like ostriches”
I suppose your implication is that new media houses are behaving like insightful and adaptable beacons of common sense. Certainly not the impression I got from Brian’s blog, but like Goebbels said “When one lies, one should lie big and stick to it”.

By: Simon Davies

Simon Davies — Wed, 04 Feb 2015 10:41:57 +0000

Let’s not confuse ‘below the fold’ with ‘never seen’ or ad fraud. People scroll, that’s a fact. As long as the media owner chooses to render the ad at the latest moment that still allows a good user experience, the ad is served and seen. Ad fraud is a horse of a completely different colour.

By: Jeremy Swinfen Green

Jeremy Swinfen Green — Wed, 04 Feb 2015 10:32:46 +0000

These are very important points that the digital display industry needs to address. Fraud caused by fake (purchased) clicks in social accounts and bots driving banner clicks mean advertisers pay more than they should for cost per click campaigns. This is combined with the problems (not necessarily fraudulent) caused by ads designed to drive branding (as opposed to click through) which are placed within inappropriate editorial or which are never seen as they are below the fold. These problems are made even more difficult by the increasing number of online ads, even on reputable networks, that contain malware or which are designed to take people to fraudulent sites. It’s all enough to make you want to buy a TV campaign!

By: Jeffrey merrihue

Jeffrey merrihue — Wed, 04 Feb 2015 10:26:29 +0000

Traditional production and media houses behave like ostriches…wonderful and noble creatures who cannot but help but stick their heads in the sand of the fast changing landscape.