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Anomalies of Ad Serving: How Bad Ads Get on Your Site

June 7, 2016

  

Let's be frank. As much as I would like to say bad ads are anomalies, they happen too often. As a publisher, you want all the digital ads that appear on your site to enhance, or at the very least not detract from, your brand’s experience. You’ve probably established guidelines as to what you consider brand-safe for your users, and maybe even enforce those policies by blocking certain categories of ads, whether that’s specific industries, such as gaming or dating, or ad types, such as those with autoplay and software downloads.

 

So how is it that unwanted ads make it to your site? And how do you prevent that from happening again?

 

Certain types of slip-ups are inevitable.

 

The most common we’ve seen occurs when an advertiser makes a mistake – often accidentally – in categorizing creatives. In some cases, they simply forget to include the fact that an ad includes software download or autoplay. In others, it’s a matter of two people looking at the same ad and applying different categories (what one editor calls ‘entertainment’ another may consider ‘gossip.’) If your site allows entertainment but not gossip, you just might find an unacceptable ad on your site.

 

A media buyer may be responsible for filling your inventory, but they may do so with an advertiser who is the partner of a partner of a partner. Even the most well-intentioned media buyer can’t control or have full visibility of every ad that’s sent to your site.

 

In other – but thankfully less common – scenarios, demand partners pull a fast one on the publisher. For instance, let’s say you have a global presence, but the vast majority of your readers and revenue come from the US, the UK and France. To maximize your resources, you may concentrate your policing efforts on those markets, and only intermittently monitor the ads that appear on your sites in India and the Philippines. An unscrupulous ad network (and thankfully, they’re not SO common) can take advantage of your limited resources by placing unacceptable ads in the areas of the world you don’t have time to monitor. Or, they can place the more aggressive ads on your site after business hours, when there are fewer resources to monitor your site’s pages. 

 

Additionally, most publishers and ad platforms work with third-party demand partners. This brings
higher revenue, but also adds risk. Criminal actors take advantage of the highly complex and complicated ad distribution system. Programmatic RTB allows bad actors to maintain anonymity and have maximum reach for their malvertisements and ad viruses. Publishers don’t know if the ad being served is clean and safe for their users.  


What to Do
GeoEdge is the ad quality management solution that was built to scan, monitor and capture the ads being served on your site. We not only identify when a non-compliant incident occurs, but also give you actionable insights into how to handle the situation. GeoEdge technology is built to parse every ad break down all its components to show the exact geo-location, impact, source, delivery chain, etc. We help publishers regain control and visibility over their ad inventory.  

 

By partnering with GeoEdge, you know that your users will be safe and your ads will be clean, in any timezone or geo-location. Click here for more info. 

 

 

  

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