One of the biggest issues that publishers are faced with right now is demand sources hitting their sites with pop-ups, redirects and malware advertising. There’s no particular classification of which site, what vertical and profile is being affected. It’s sweeping across the industry, and it will take a significant internal investment of time and resources to put a stop to it.
For those publishers big enough to implement the necessary ad tech and put a team behind it, the issue can be solved, but for smaller publishers who rely on elementary ad ops knowledge and online communities, it’s a massive headache.
Let’s take a step back and talk about the equation. I’m sure you’re thinking where does ad quality fall in all these? We focused on ads and the revenues, but these ad behaviors are altered due to malware being able to sneak through the cracks. It does not only drive users away, but these obstructive and annoying ads destroy the hard-earned brand reputation that the publishers have worked for, sometimes taking years to build.
So, what can we do to take care of these things? Control is the ultimate solution to ad quality. Publishers should have full control of the following:
- Being able to set up price floors
- Option to review creatives
- See all buyers and advertisers
- Granular reporting options – geo, device, ad formats, etc.
- Control to add new URLs to the block list
- Option to change and update passback tags
The above options are helpful for publishers but still don’t guarantee a pop up free or malware-free ad stack. As publishers grow their sites, they tend to increase the demand sources they use, and by doing so, they also increase the risk of getting these malware ads that work against them.
On the advertiser side, as publishers partner with multiple demand sources, their creatives are also likely to get infected. It would be awesome if these exchanges or DSPs talk with each other to notify them if one specific advertiser is distributing compromised creatives but since that’s not the case, publishers can be more vigilant about it by:
- Doing a regular update of the block list with their demand partners
- Know how to use debug tools and secure ad calls
- Regular website scanning and creative scanning
- Daily site scanning to spot ad behaviors
With MonetizeMore, we do all this for you. We work directly with the publishers to put a stop to all these compromised creatives as they happen. Because ad quality equals revenue performance and brand safety.
Sign up to MonetizeMore today and gain access to our dedicated ad optimization team that solves your ad quality problems for you by signing up to our Premium Publisher plan.