Plans & Pricing
Does My Company Subscribe?
Co-Founder and CEO, RTBAsia
Ad fraud plagues China’s digital ad market, just as it does other markets, adding to brand safety worries for advertisers. In China, however, ad stacking and publishers’ reluctance to accept viewability detection have complicated the country’s efforts to combat fraud. eMarketer’s Andria Cheng spoke with Andy Fan, co-founder and CEO of RTBAsia, a service that fights digital ad fraud, about challenges unique to China and the benefit to marketers of using programmatic advertising technology to detect fraud before a bid is submitted.
eMarketer: Explain the idea of using programmatic to help combat fraud in China’s digital ad industry.
Andy Fan: Before programmatic came to China, there was no solution to fraud. With the old way, if you bought [a digital ad] and then realized that something was wrong, you had no way to solve it. The only thing you or your agencies could do is to call the publisher to say that there is something wrong with the data or the traffic quality.
Primary Way in Which Their Programmatic and Direct Media Buying Teams Operate According to US Digital Media Buying Decision-Makers, May 2018 (% of respondents)
UK Senior Ad Buyers/Planners Who Agree that GDPR Will Lead to Less Programmatic Ad Spending, May 2018 (% of respondents)
UK Digital Display Ad Spending Share, by Format and Purchase Method, 2017 (% of total)
Channels/Tactics with the Greatest Opportunity for Advertising in 2018 According to UK Brands vs. Agencies (% of respondents)
US Advertisers and Agency Professionals Who Believe They Will Stop Using RFP Buys in the Future, Feb 2018 (% of respondents)
Digital Ad Pricing StatPack: Programmatic Display CPMs and Pricing Trends for 2018
General Data Protection Regulation (GDPR): What Companies Need to Know Now
The Next Battle for Brand Safety Is in the Comment Section
How Advertisers Are Reorganizing Around Programmatic
Fear of the Duopoly Remains Strong for Advertisers
Ad Agencies Are Breaking Down Programmatic Silos