GSI

Anti-Ad-Fraud-Plattformen rüsten auf

Ad fraud continues to cost the digital advertising ecosystem in the billions annually, with botnet campaigns such as Methbot, Hyphbot, and 3ve driving fake clicks and fraudulent revenue. The fight against fraud is described as a race between tech providers and criminals, with total losses estimated in the billions and up to $50 billion potentially diverted by 2025. In the DACH region, GSI One expects about €50 million in Affiliate Marketing losses to be uncovered this year, as it measures ad impressions, clicks, and conversions for verification. GSI One has formed an advisory board, with its first member Bernhard Glock, formerly VP Global Media at Procter & Gamble and President of the World Federation of Advertisers. Adjust is introducing a mobile fraud metric—Click Validation Through Proof of Impression—requiring impressions to be verifiable before clicks are approved, and aims to standardize this via the Coalition Against Ad Fraud (CAAF). Early adopters include Adcolony, Applift, Aarki, Chartboost, InMobi, ironSource, Liftoff, Vungle, and Kayzen.

Pepperjam and Magento Meet Again As Performance Marketing And Ecommerce Merge

Pepperjam and Magento partnered in early November 2016 to merge performance marketing and ecommerce management on a single platform, reuniting two former eBay Enterprise Marketing assets. After spinning off from eBay, Pepperjam and Magento were reclaimed by their original owners to operate as standalone entities, then formed a closer alliance to better support marketers managing affiliate, search and display alongside ecommerce. Pepperjam CEO Michael Jones noted reacquiring Pepperjam assets and merging them with Magento assets. Fashion to Figure, a 25-store plus-size retailer, uses both platforms to reduce technology overhead and manage acquisition and influencer outreach; it relies on Pepperjam to identify influencers and on Magento to gauge return traffic. The goal is a holistic customer acquisition and retention approach that blends search, affiliates and display with ecommerce, including the use of tools like Google AdWords.

How Chango Poached Customers From Reseller Partner eBay Enterprise

Chango, the Rubicon Project–owned retargeting company, reportedly poached eBay Enterprise’s customers by offering the same technology as a white-labeled version of Chango’s product, without eBay Enterprise’s markup. Retailers previously using eBay Enterprise were told they could achieve a better return on investment with Chango directly. The outreach occurred as eBay spun off from the parent in mid-2015, and after Rubicon Project completed its acquisition of Chango at the end of March. While one source claimed that nearly all advertisers and agencies using eBay Enterprise left after the outreach, another said no clients canceled immediately and that the two firms continued to work together. EBay Enterprise had earlier used FetchBack, part of eBay’s 2011 GSI Commerce acquisition, but reportedly did not invest in it, leading to Chango as a replacement. The white-label deal with eBay Enterprise accounted for about 10% of Chango’s business.