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None of the ad measurement vendors do shit. JustinLebbon/1515808397500850181Permalink On twitter.com
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Mood -4 🙁
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We've been over this but buyers keep giving ad tech measurement and brand safety companies money and leverage. Nothing changes. For the ad tech industry, alarm about performance measurement is an endless empty performance as unverified as their ad spend. Chronotope/1078004911839854592?t=NONjT8eJSo2hxqbomnLCKQ&s=19Permalink On twitter.com
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It's as if the meat vendor for McDonald's kept delivering poison meat, McDonald's kept killing people and getting sued but they refuse to change meat vendors.Permalink On twitter.com
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While a lot of confusing stuff in the ad tech ecosystem has become, to me, clear and understandable over time, the total lack of buyer responsibility remains inexplicable.Permalink On twitter.com
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Mood -2 🙁
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There has basically never not been a measurement crisis of some sort in ad tech and it's almost always over basic shit that should be easy like impression counts, play counts, or what domain the ad is on...On twitter.com
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Mood -4 🙁
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When a company fails in basic measurement like that you should stop giving them money and not give them money again because that's just gross incompetence. But somehow no one ever seems to have that reaction.Permalink On twitter.com
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Mood -6 🙁
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My favorite shit is video because, when I rolled my own player a few years back, I found out there was an extremely easy mistake to make when using the over-a-decade old ad roll management open source library that everyone uses that causes double counting plays...Permalink On twitter.com
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Mood -3 🙁
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So now whenever there's a new video ad player not using server-side stitching you can bet they are going to have to embarrassingly admit to measurement problems a year later. And yeah, it's an easy mistake to make, but also good testing and unit testing can catch it...Permalink On twitter.com
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Mood 0
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But they don't because ad measurement is done by people who are lazy, greedy and corrupt & won't fix anything until they get caught red handed. Many years ago one of the top 3 largest players was doubling the metrics at the site I worked for and it was clearly this exact issue...Permalink On twitter.com
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Mood -3 🙁
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They charged some of their customers by play, but us (not my current employer) by bandwidth, so the (no longer now) CEO refused to back me and took their fraudulent doubled numbers so he pulls prove to the board his bad video strategy was working...Permalink On twitter.com
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Mood -13 🙁
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*pulls > couldPermalink On twitter.com
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Then I got in trouble because he couldn't understand why our ad plays in our ad server were somehow half the metrics of the player's plays. I quit shortly after. Literally fraud top to bottom.Permalink On twitter.com
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Mood -4 🙁
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One of the things I discovered later (also not at current employer) is ad metrics companies value the credibility that having some specific big brand logos on their sites give them, so they cook the books without even being asked to give those brands good metrics to retain them.Permalink On twitter.com
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Mood +4 🙂
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Not even getting into agencies using multiple metrics packages to manipulate reporting to retain clients while building dark pools of in-house clawed-back inventory to let them soak up more profit. A thing a report confirmed they were doing but every agency said 'but not *us*'.Permalink On twitter.com
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Mood +2 🙂
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The problem of ad tech fraud is that it is happening at multiple levels so however bad one level looks it only gets compounded. Fake numbers on top of fake numbers.Permalink On twitter.com
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Mood -13 🙁