Agencies step up their use of ad fraud detection technologies but marketers need more support

October 14 2016, 10:14 am | BY Ricki Green | No Comments

o.jpgThe use of attribution modelling, ad fraud detection, brand safety and ad viewability tracking technologies has increased markedly across Australian agencies servicing both clients and publishers as they strive to drive more efficient results for their clients according to a research report released today by IAB Australia.  The “State of the Industry: Marketing & Advertising Technology” report also found that agencies, clients and publishers have increased their use of tag management and DMPs.

The report, which was commissioned by IAB Australia’s Technology Council to understand the state of use of advertising and marketing technology across the industry, found that only half of marketers are using attribution modelling, with the gap between familiarity and usage of attribution modelling and usage suggesting more education is needed in how to optimise these methods. 

The report also found that overall agencies and marketers are starting to take better control of their ad spending and campaign monitoring, with increasing use of tracking technologies.

 

Data visualisation, DMPs and ad fraud detection technology usage were identified as technologies which will see increased usage over the next six months.

 

Says Vijay Solanki, CEO, IAB Australia: “This landscape study provides lots of useful insights for publishers and digital marketers.  It’s clear that attribution is now both a need and an opportunity for marketers, highlighting the ongoing importance of the measurement of effectiveness.  This is a core part of our brand, so IAB will continue to work closely with marketers to provide them the support they need.”

 

Says Ben Sharp, IAB Australia’s Technology Council chair and managing director ANZ, AdRoll:  “The increasing usage of DSPs and DMPs points to a growing number of marketers utilising ad tech tools as part of their marketing mix.  Marketers are also striving to get a better understanding on how to be more efficient with attribution modelling having one of the largest increases year on year.”

 

Key findings from the report include:

 

Technologies with increased usage year on year

    • Attribution modelling – 13 percent

    • Ad viewability tracking – 12 percent

    • DSPs – 12 percent

    • Tag Management – 10 percent

    • DMPs -9 percent

Change in tech usage by agencies year on year

    • Ad Fraud Detection – 19 percent increase

    • Brand safety ad tracking  – 14 percent increase

    • DSPs – 13 percent increase

IAB Australia’s Technology Council is made up of AdRoll, Amobee, AppNexus, Criteo, Exponential, Google and Sizmek.

 

Methodology

This is the second annual ad technology study run by IAB Australia.  Close to 200 respondents completed the survey, most had six+ years industry experience and the vast majority hold senior positions.  All respondents were screened for their position in the industry and their involvement and knowledge of advertising technology.