What you need to know about video fraud and how to spot signs of it.
In the last few months, I've been investigating fraud of all sorts. However, video fraud has come to the forefront recently as fraudsters can make huge amounts of money very fast. Video sites have popped up recently claiming potential reach often beyond that of the largest video networks. Unfortunately, it seems that many agency media buyers are somewhat clueless in what to look for, and worse, just ignore signs of fraud. In the hope that a little education can assist media buyers, I've compiled five things that they need to know about video.
Use common sense. Video advertising, because of the high CPMs generated, is going to be a huge target of scammers. That being said, the amount of quality inventory available is still very limited, so fraudsters are using this supply and demand difference to prey on agencies and networks. Because the price can be so high, media buyers should demand high compliance and transparency – and anything that seems strange and not standard should be left alone.
This column was originally published Oct. 4, 2010. Pace is off today.
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Pace Lattin has been working in interactive advertising since its inception. From being a co-owner of the company that sold advertising in ClickZ before the turn of the century to founding a major interactive advertising publication, he has been involved with all aspects of the interactive advertising industry. He is currently the executive director of the Executive Council of Performance Marketing, an industry organization that represents over 100 C-level executives.
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