By Don Marti & Bill Densmore Ad fraud is enabled by cross-site surveillance: A fraudbot collects cookies (“cookie licking”) at a legit publisher’s site, then uses them to look like a human when visiting fraud sites. This is called “data leakage.” The costs of fraud are largely priced in—so legit publishers, not advertisers or intermediaries,…… Continue reading Surveillance protection: Key benefits for publishers
By Bill Densmore and Don Marti RELATED LINKS: What is data leakage? How the ITE can solve data leakage and fosters ethical advertising) Service journalism and the web advertising problem INTRODUCTION Web sites that depend on reaching users with trustworthy content are part of what we’ll call “Team Signal.” They are in a contest with…… Continue reading An opportunity for local news sites — testing how many of your best readers you’re giving away to ad networks
By Don Marti Legitimate consumer privacy tools and high-reputation publishers, working together, can transform advertising on the web. Tools and sites can help users block low-value, cold-call-like targeted ads while permitting signal-carrying ads, the ones that respect users’ choices not to be tracked. It’s one goal of the Information Trust Exchange project to help publishers…… Continue reading How a news-industry trade group may be helping regulators (and the ITE) to support quality and privacy
By Don Marti Start toward the end of “right ad to the right user at the right time”. That’s my aspiration for 2017. The current web advertising model depends on tracking the same user across multiple sites (either “anonymously” or using PII). Per-user targeting across the web is unsustainable and likely to become less available…… Continue reading A new year’s resolution: The end of ‘right ad to the right user at the right time’
By Bill Densmore ITE Project Director Almost two years in the making, a new initiative backed by many major U.S. publishers might have the potential to cut down on problems with fraud and privacy abuses in the digital advertising industry. “TrustX,” unveiled on Monday by Digital Content Next, a trade association of online publishers, (and already…… Continue reading TrustX intentions might help fix digital advertising for publishers — and users
What is “data leakage”? It’s when advertising technology companies, using tracking cookies placed on the computers of an unsuspecting user, assemble a profile of the user. Once they’ve done so, they can sell advertising to brands and “find” those users at all kinds of websites, rather than on the website where they started. The…… Continue reading “Data leakage”: What happens when ad-tech companies get ahold of a publisher’s user information through cookies?
LINK TO THIS POST In several descriptions of the Information Trust Exchange, the word "signaling" is used. This post provides some context, and also introduces a new acronym -- "CHEDDAR." Academic and marketers earn degrees and spend careers trying to understand what makes an advertisement effective -- either directly selling a good or service, or… Continue reading What do we mean by “signaling” in talking about web advertising, and what’s CHEDDAR?