return Home

How to improve ad effectiveness and combat fraud

Publishers learned how to improve ad effectiveness and combat fraud today at the FIPP World Congress in Toronto. One of the biggest issues publishers have is identifying and eliminating invalid traffic, according to Ben Martin, director of international marketing insights with comScore. He addressed ad blocking, how well ads are reaching consumers, and how reach compares. 

Ben Martin ()

Ad blocking is a hot topic at the FIPP World Congress, and in the industry in general. comScore revealed some recent numbers on the frequency of ad blocking in various countries. “Ad blocking varies from country to country,” Martin said. “The US and the UK have low rates, whereas France has 27.4 per cent ad blocking by unique users.” 

Martin suggested ad blocking is a predominately young behaviour. Based on US data, those aged 18-24 are more likely to block ads.

Publishers are looking to identify non-human traffic, also known as invalid traffic (IVT), Martin said. IVT would constitute robots and search engine crawlers. “That’s what advertisers want to strip out.”

A comScore Custom Analytics Nov. 2014 survey suggested that sections within a site can have high percentages of non-human traffic. “If you remove non-human traffic by source, you will have more useful numbers. Not filtering for IVT invalid traffic causes discrepancies,” Martin said. 

Currently, advertisers want to understand the role different platforms play in advertising campaigns. “Increasingly across platforms, people want to understand the entire campaign,” Martin said. “If media is evaluated in silos, you might have different expectations. Once you make the effort to employ ad validation, ROI increases significantly.”

Multiplatform measurement brings new methods of evaluating audience, reach and frequency. This allows publishers to demonstrate the value of their audiences.  

“A holistic evaluation of ad measurement allows new definitions of value,” Martin explained. “I think more and more advertisers are going to adopt this holistic change. Increasingly, they want to understand the whole chain. As publishers, we need to assure them that we have no non-human traffic.”

Martin noted that there are tools available to publishers for reporting and measuring non-human, or invalid traffic. 

More like this

Ad blocking battle escalates

Ad blocking is not a curse; it’s an opportunity

UK digital ad spend soars despite fears over ad blocking

Monetising mobile content in an ad-blocking era – advice from Unruly

  • Proof that magazine media still deliver the best results for advertisers

    Magazines are a shortcut to quality and continues to deliver top results for advertisers, according to Linda Thomas Brooks, CEO at MPA, USA, said during a keynote on the second day of the FIPP World Congress in London (11 October) last week.

    16th Oct 2017 Features
  • Are digital editions dead?

    Digital editions have been around for a long time, going all the way back to the late 90's. But in 2010 when the iPad hit the digital runway, publishers jumped on the tablet bandwagon faster than they could shout, “Hallelujah!”. The struggling publishing industry had found itself a saviour.  

    16th Oct 2017 Opinion
  • Download the FIPP World Congress 2017 speaker presentations

    View and download the speaker presentations from the FIPP World Congress, 9-11 October 2017, London.

    19th Oct 2017 FIPP News
  • How Hearst UK repackages content across platforms

    “Smart repackaging” and "content swarming" are the main ways that Hearst UK’s titles are trying to reach a greater audience - and it’s working, according to Betsy Fast. Betsy, who recently moved from Hearst US to become Executive Director of Digital Editorial Strategy at Hearst UK, shared her insights from the stage on day two of the 41st FIPP World Congress (11 October).

    13th Oct 2017 Features
  • New skills will drive future publishing - FIPP chairman

    Without bringing newly skilled people into newsrooms, publishers will not succeed in the future. This was the stark warning delivered by Ralph Büchi, COO of the Ringier Group, CEO of Ringier Axel Springer Switzerland and newly elected chairman of FIPP, the network for global media.

    16th Oct 2017 Features


Visit our Youtube channel


In this article


FIPP newsletters allow you to keep up with industry trends, research, training and events across the world



Get global coverage of your launches, company news and innovations

Go to Full Site