QueryClick

Taboola Drives 50% Increase in ROAS for OTTY, Verified by QueryClick - ExchangeWire.com

Taboola partnered with UK-based box mattress brand OTTY to run a native advertising campaign verified by QueryClick. Using QueryClick’s Corvidae attribution engine powered by deep learning, the analysis found ROAS rose by more than 50% versus the last-click model. The campaign ran from 7 September to 20 November 2020 and included a mobile prospecting effort that Corvidae shows delivering three times the ROAS of prior campaigns. The collaboration reflects a long-standing partnership between OTTY and Taboola, which has previously seen a 138% month-on-month increase in ad spend and tenfold improvements in retargeting conversions. Andrew Jacobs (Digital Marketing Manager, OTTY) and Chris Liversidge (CEO & founder, QueryClick) provided comments underscoring the value of analytics and effective spend. With support from Taboola and QueryClick, OTTY aims to further refine CPA targets across audiences and campaigns.

Fraud Threatens the Credibility of Digital Advertising; Black Friday Not Just Online Phenomenon - ExchangeWire.com

This ExchangeWire weekly roundup summarizes research on digital advertising credibility and holiday retail dynamics. Key findings include: (1) QueryClick reports only 40% of major advertisers are confident that more than half of online ads were seen by people in the last year, and just 7% believe 80%+ of views are by humans. (2) 41% have lost trust in programmatic advertising due to fraud, yet 70% plan to maintain or increase programmatic spend. (3) 85% want independent bodies like the IAB to have more authority to monitor and penalise fraud. (4) GroundTruth data shows Black Friday weekend footfall up 78% relative to the prior three weekends in November 2017, with electronics stores up 105%. (5) The period saw significant cross-category footfall gains (fashion, coffee shops, restaurants, cinemas) and indicates ongoing opportunities in physical retail despite online expectations.

Lack of Transparency Kills Ad Spend; Adventori & Adyoulike Collaborate - ExchangeWire.com

Industry round-up highlights rising scrutiny over programmatic transparency and a flurry of platform moves in Europe. A Queryclick study of 150 executives shows 41% frustrated by programmatic transparency and ad fraud, yet 70% plan to maintain or increase programmatic spend over the next year. Adventori and Adyoulike announce a real-time native advertising collaboration that integrates Adventori’s ad server with Adyoulike’s SSP to enable dynamic creative optimization and 1:1 user personalization within native formats, leveraging Open RTB standards. Ligatus launches revenee, a new native programmatic network, with no minimum traffic and a focus on tiered publisher/advertiser segmentation, starting in Italy and expanding to Europe in 2018. AppNexus links viral-content publishers to higher ad fraud risk, urging scrutiny of traffic sources and avoidance of cloudbots, exchanges and botnets. OpenX unveils a video-optimised mobile SDK following rapid mobile growth, aimed at improving in-app video monetization and engagement.