By Evgeny Popov – Director of Operations, APAC
The third AdTech Meetup Sydney took place on September 11 to untangle the contentious issue of fraud in the online advertising industry. The event, set up and hosted by our own Evgeny Popov, Director of APAC Operations, has snowballed in popularity and registrations and had to be capped after hitting 150 RSVPs.
The latest session saw a panel of industry experts answer questions on the threat fraud poses to the online advertising industry.
Three key issues and threats identified:
1. Digital ad fraud in Australia is anywhere between 6% and 14% of the total market. Inventory that is known to be fraudulent is still being traded
2. Publishers need to start thinking about the new viewability metric (which determines if an ad that was served was actually viewable to a person) when designing their website
3. Programmatic traders need to be more transparent to avoid endangering the industry as a whole
On the topic of transparency, panelist Stephen Dolan, the APAC managing director for programmatic ad analytics provider Integral, said: “We as an industry really have an opportunity right now to be way more transparent and technology now allows you to provide to clients how their money’s being spent and how it’s performing. If you’re not doing that today you need to start doing it. There are still businesses today that operate in a black box type environment, and there are businesses that still won’t provide full transparency on what they’ve bought something for a client.”
The event has tripled in size from our first session and the topic has certainly resonated with the Australian ad tech community. We have had a passionate response from the panel, media, and audience and are thrilled that we were able to raise awareness and understanding on such a pressing industry matter.
For more information email Evgeny@RadiumOne.com.