Tom BowmanSENIOR VICE PRESIDENT

SALES OPERATIONS AND COMMERCIAL PRODUCTION

Myths andRealitiesof Ad FraudRealities and Responsibilities of Advertising

Reforming the suspects

Stopping the real threat

to online advertising

What are we worried about?

> Ad blocking technology

> Brand safety

> Fraud

> Lack of transparency

> Human v Bot

> Data leaking

> Invisible ads

> Meaningless data

Let’s take a closer look at the suspects

Are they really

acting alone?

SUSPECT NO. 1

In court for threatening the

future of the industry

But who’s really making

consumers skip ads?

Ad blocking technology

SUSPECT NO. 2

30% - 60% of online traffic

estimated non-human

Cooking the books

But have we been happy

to turn a blind eye?

SUSPECT NO. 3

Also guilty of

inflating numbers

Lack of frequency control

But greater control is

available if we plan for it

SUSPECT NO. 4Number 6

Data don’t ‘maketh’

a person

SUSPECT NO. 5Invisible ads

56% of supposedly viewed

ads actually invisible

But what do you expect

given the IAB standards…

And how shocked are

planners, really?

SUSPECT NO. 6False promises on measurement

An excuse to focus only

on payment by results?

That’s not the approach

we took to TV

SUSPECT NO. 7Programmatic killing Christmas

The real criminal element

behind the other suspects?

But what of the

responsibility of the

programmer?

Could the prime suspect be…

advertisers themselves?

How do we deal with this troubled neighbourhood?

Take responsibility for its future

Because we are part of the problem…

the solution is in our control

Let’s start by producing advertisingaudiences actually want to engage with

Tom BowmanSENIOR VICE PRESIDENT

SALES OPERATIONS AND COMMERCIAL PRODUCTION

Thank you

advertising.bbcworldwide.com

@tomkbowman