- 2016年5月24日
Comscore
Non-Human Traffic: Why It Matters and Why You Should Care
Alejandro Fosk
Senior Vice President Latin AmericaComscore
The issue of fraudulent and invalid traffic (IVT) has the online advertising industry reeling, and with good reason: If an ad isn’t reaching a real person, that’s a real problem.
As the issue of IVT grows, it infects all performance and effectiveness metrics that media buyers and sellers use to evaluate their success. However, advanced IVT measurement can help both sides of the table to get reliable numbers they can confidently act on.
In this presentation, Alejandro Fosk, Comscore SVP of Latin America, shared key learnings about IVT, including:
- The effects of IVT on viewability, in-target and GRP measurement
- How IVT contaminates your KPIs and misleads your decision-making
- The ways even premium publishers can fall prey to sophisticated IVT, such as domain laundering
- Best Practices for advertisers, agencies and publishers to work together to minimize ad delivery to IVT