The problem of ad fraud is not going away and is expected to cost advertisers over $16 billion this year. As brands remain flummoxed over how to address this industry-wide issue, one major technology player is confident it is taking all the right steps.
Speaking to The Drum at Dmexco, Keith Eadie, Adobe Advertising Cloud’s vice president said that from the outset, the company has had a very clear stance on how to “attack it and prevent it” for their clients.
“At Adobe, we [have a very clear strategy] on both economic and ad delivery transparency. We work with clients on a transparent technology basis so they know exactly how much they are paying us to use our media buying platform. And then the platform shows them exactly where their ads are running and how they are performing,” he said.
While partnering with third-party companies like Integral Ad Science, DoubleVerify, White Ops and others have certainly helped Adobe mitigate ad fraud, according to Eadie, Adobe has been ahead of the game in comparison to its competitors.
“We partnered with White Ops to run a Non-Human Traffic Credit Program to scan all of the impressions that an advertiser is delivering. For any that are fraudulent, we automatically refund the costs of the media and our technology fee.
“This goes well beyond what some of our competitors do and we did it two years ago. We’ve been early and aggressive in tackling ad fraud,” he added.
In the full interview above, Eadie outlines why Adobe is ‘not taking on’ the walled gardens and how its technology platform is contributing to creating more transparency in the media industry.