We Put Manual Buying to the Test

2015 08 03   Peter Feinstein   Online vs Offline Media    

During an age of increasing automation, in which most inventory of online display advertising is accessible via programmatic systems, manual buys are likely offer to the only real opportunity for finding value.

My firm has undertaken an online-display-ad campaign to examine firsthand the dynamics of ad fraud and lack of viewability. While the campaign is still in progress, we’re already certain that more than of 6 percent of ads served have been fraudulent. That is significantly lower than most campaigns, but falls quite in line for a B2B campaign. Our agent has credited back all such impressions, allowing us to respend the money to reach actual human beings.

We’ll have more to report in the next 60 days, so stay tuned for a full analysis.