Global Study Finds an Ecosystem-based Strategy Lowers Fraud Levels in
Programmatic Advertising
Programmatic Advertising
One-third of marketing and advertising
technology professionals are willing to move applications to a new data center
to reduce latency time and fraudulent activities
technology professionals are willing to move applications to a new data center
to reduce latency time and fraudulent activities
REDWOOD CITY, Calif. – April 12, 2016 – Equinix, Inc. (NASDAQ:
EQIX), the global interconnection and data center
company, today unveiled the findings of a report done in collaboration with ExchangeWire which
explored attitudes toward fraud in programmatic advertising. The survey found
that marketing and advertising technology professionals are
realizing that preventing fraudulent activities earlier in the bid process
reduces the chance for fraudulent behavior in subsequent phases and are
increasingly looking to better maintain the integrity of their digital supply
chains.
EQIX), the global interconnection and data center
company, today unveiled the findings of a report done in collaboration with ExchangeWire which
explored attitudes toward fraud in programmatic advertising. The survey found
that marketing and advertising technology professionals are
realizing that preventing fraudulent activities earlier in the bid process
reduces the chance for fraudulent behavior in subsequent phases and are
increasingly looking to better maintain the integrity of their digital supply
chains.
To download the full report, click here: https://www.exchangewire.com/exchangewire-research-and-equinix-report/
Executive Summary
The digital marketing and advertising industry constantly
experiences issues of fraudulent behavior, both on the buy-side and sell-side
of programmatic online advertising trading. As a result, marketing and
advertising technology professionals are looking for solutions to reduce fraud
and create a secure ecosystem. The survey indicated a significant drive towards
clean inventory data ecosystems within the next 12 months, as digital marketing
and advertising professionals strive to reduce fraud levels at the pre-bid
stage with 60 percent of respondents indicating that it is very important to
detect fraud even before impressions are sent to be traded. Furthermore,
one-third of respondents said they are willing to move applications to a new
data center for an 11-30 percent reduction in latency time in an effort to
reduce fraudulent activities.
experiences issues of fraudulent behavior, both on the buy-side and sell-side
of programmatic online advertising trading. As a result, marketing and
advertising technology professionals are looking for solutions to reduce fraud
and create a secure ecosystem. The survey indicated a significant drive towards
clean inventory data ecosystems within the next 12 months, as digital marketing
and advertising professionals strive to reduce fraud levels at the pre-bid
stage with 60 percent of respondents indicating that it is very important to
detect fraud even before impressions are sent to be traded. Furthermore,
one-third of respondents said they are willing to move applications to a new
data center for an 11-30 percent reduction in latency time in an effort to
reduce fraudulent activities.
Interconnection Reduces Ad Fraud
An interconnection first strategy and implementation of an
Interconnection Oriented Architecture™ via Equinix’s carrier neutral data
centers with secure ecosystems can accelerate the bidding and trading of ad
inventory through an optimized infrastructure. Equinix is home to leading business ecosystems which include
participants such as leading ad exchanges, media buyers, data platforms, data
aggregators and major networks. As the result of trading within a neutral data
center, the possibility of fraud is significantly reduced at each stage of the
bidding process.
Interconnection Oriented Architecture™ via Equinix’s carrier neutral data
centers with secure ecosystems can accelerate the bidding and trading of ad
inventory through an optimized infrastructure. Equinix is home to leading business ecosystems which include
participants such as leading ad exchanges, media buyers, data platforms, data
aggregators and major networks. As the result of trading within a neutral data
center, the possibility of fraud is significantly reduced at each stage of the
bidding process.
Highlights / Key Facts
· The global study of 129 marketing and
advertising technology professionals from around the world analyzed attitudes
towards programmatic advertising fraud and the benefits of a neutral data
center with secure business ecosystems.
advertising technology professionals from around the world analyzed attitudes
towards programmatic advertising fraud and the benefits of a neutral data
center with secure business ecosystems.
· Media buying efficiency was cited as the
main advantage to using a neutral data center with secure ecosystems by
marketers in EMEA (73 percent), APAC (69 percent) and the US (62 percent).
Within LATAM, reduced fraud levels (58 percent) were cited as the main
advantage, while APAC (44 percent) and the US (47 percent) cited reduced fraud
levels as the second greatest advantage.
main advantage to using a neutral data center with secure ecosystems by
marketers in EMEA (73 percent), APAC (69 percent) and the US (62 percent).
Within LATAM, reduced fraud levels (58 percent) were cited as the main
advantage, while APAC (44 percent) and the US (47 percent) cited reduced fraud
levels as the second greatest advantage.
· 83 percent of LATAM and 80 percent of
EMEA respondents believe that the detection of fraud before ad impressions are
sent to be traded is either essential or very important. Results were slightly
lower within the US (61 percent) and APAC (74 percent).
EMEA respondents believe that the detection of fraud before ad impressions are
sent to be traded is either essential or very important. Results were slightly
lower within the US (61 percent) and APAC (74 percent).
· Marketing and advertising technology
professionals have differing views on the main advantage to moving to a neutral
data center with secure ecosystems solution with those in EMEA (73 percent),
APAC (69 percent) and the US (62 percent), viewing media buying efficiency as
the main advantage. Marketers within LATAM see reduced fraud levels (48 percent)
as the main advantage to this type of ecosystem.
professionals have differing views on the main advantage to moving to a neutral
data center with secure ecosystems solution with those in EMEA (73 percent),
APAC (69 percent) and the US (62 percent), viewing media buying efficiency as
the main advantage. Marketers within LATAM see reduced fraud levels (48 percent)
as the main advantage to this type of ecosystem.
· As the leading interconnection provider,
Equinix is adding anti-fraud managed services to its strategic ad exchanges
around the world to create data center environments with secure business
ecosystems to bring together buyers and sellers and drive interconnection.
Equinix is adding anti-fraud managed services to its strategic ad exchanges
around the world to create data center environments with secure business
ecosystems to bring together buyers and sellers and drive interconnection.
Quotes
· Lou Najdzin, senior director, Global
Market Development:
Market Development:
“We
are experiencing an increasing demand for reduced latency times in order to
combat the growing sophistication of cyber criminals. Equinix provides
customers with a secure platform to interconnect with leading ad exchanges,
media buyers, data platforms, data aggregators and major networks. As a result,
latency times are reduced and the risk of fraudulent activities are mitigated.”
are experiencing an increasing demand for reduced latency times in order to
combat the growing sophistication of cyber criminals. Equinix provides
customers with a secure platform to interconnect with leading ad exchanges,
media buyers, data platforms, data aggregators and major networks. As a result,
latency times are reduced and the risk of fraudulent activities are mitigated.”
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