Advertising Week New York has come to a close and with OpenX’ers involved in over 5 events, with the launch of the first U.S.-based School of Programmatic and a client cruise around the Hudson, it was a busy and memorable week!
The final day started off with a panel session titled “Zero Tolerance for Poor Quality: A Consumer Led Revolution” moderated by Brendan Riordan-Butterworth, the Director of Technical Standards from the IAB. OpenX’s John Murphy, VP of Marketplace Quality was joined on stage by Alex Calic, Chief Revenue Officer of The Media Trust, and Chris Cummings, CEO of Curiosity Media/PubNation to discuss strategies for digital advertising’s battle against the bad actors who engage in click fraud, distribute malware and commit countless other bad behaviors that disrupt the industry.
Brendan led a lively discussion that ranged from fraud and quality concerns to ad blocking and the need for publisher controls and increased third-party validation. As expected, the rise in user adoption of ad blocking technologies was one of the central topics at the start of the panel, but as the conversation developed, panelists explained that the industry faces many other challenges relating to ad quality, traffic quality and transparency that publishers, advertisers and tech companies should focus on solving as well. Notably, John Murphy pointed out that while malware is an existential threat of the industry, to date it has been overshadowed by TQ, fraud and non-human traffic. His point to publishers and advertisers is that AQ issues are equally as bad for the industry and consumers, and they must make combatting bad ads a priority. The fight continues!
Watch the full session here for more on how players in the industry can do better to clean up online advertising.
Advertising Week New York has come to a close and with OpenX’ers involved in over 5 events, with the launch of the first U.S.-based School of Programmatic and a client cruise around the Hudson, it was a busy and memorable week!