Will Scully-Power


Do Australian advertisers really know where their display ads appear?
November 23, 2010, 7:02 am
Filed under: #mktgcloud, Ad Exchange, Ad Network, Behavioural Targeting, Datarati | Tags: ,

I am convinced the answer here is No.

The advertising industry needs to step up and create more transparency around where ads will be placed on Web sites by providing exact URLs and other identifying data. That’s according to Xuhui Shao, CTO at Turn, who estimates up to 40% of publisher Web sites do not reveal the exact URL to brands.

Evidently, some publishers selling low-quality spaces choose to bundle in ads with other sites, so advertisers can’t distinguish the difference.

Full Story: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=139870

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