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Need Help Navigating the Cannabis Landscape? We have a Guide for you!

With the legalization of cannabis in most of North America, advertising restrictions between states and amongst provinces can be difficult to traverse. Not only is geography a factor, but what you can advertise, to whom and how adds another level of complexity. Marketers are increasingly looking to market a new set of products, and this market opportunity is definitely significant. As such, there is a need to clear the air around an uncertain landscape that challenges even the most savvy and experienced business leaders.

Where do you start? What kind of content do you need? How can you meet your campaign goals amidst a sea of regulations?

It has been deemed the “Cannabis Revolution” and it is only beginning. Estimates on the size of the cannabis opportunity vary widely. According to a report available on ResearchAndMarkets.com, despite being illegal for so long, more than 37 million people in the U.S. and millions more in Canada use cannabis, both legally and illicitly. As a result, the market for cannabis in North America is already large and growing quickly. In 2018, more than $41 billion will be sold, and by 2026 that figure will rise to $95 billion.

The opportunity is significant, so it’s imperative that advertisers and marketers determine how to navigate this complexity of the cannabis landscape.

Did you know that cannabis advertising can only promote a brand, not cannabis in general? Or that cannabis advertising cannot attempt to influence adult non-consumers to try cannabis?

As a helpful one-stop resource, StackAdapt has created a guide that contains some best practices, as well as helpful strategies and tips for running successful cannabis campaigns.

If you are in the Cannabis industry – whether a licensed producer, retailer or offering investment opportunities, you want to have this guide at hand.

4 min read

Viewability Explained: How to Approach the Concept of Viewable Ads

Viewability is a buzzword that surfaces continuously in the ad tech industry, and with so many different players in the space, it can be a convoluted topic to discuss. Even the IAB’s viewability definition leaves marketers in disagreement, with more than 4 in 10 respondents admitting the industry could do better in explaining what it is. There is definitely still room for improvement.

If you are not familiar with IAB’s definition of viewability, we have broken it down. An ad is viewable if:

  • At least 50% of the display ad is in view for 1 second, or
  • At least 50% of the video ad is in view for 2 consecutive seconds

For video, it’s important to differentiate between viewability and video viewing. Viewability by this definition means the video ad is shown, however does not necessarily mean the video was watched from beginning to end. A video might be viewable by the IAB’s standards, but the user does not actually watch the entire ad, if at all.

In conjunction with the IAB, The Media Ratings Council (MRC) has compiled a list of viewable impression ad measurement guidelines to help advertisers decipher viewability for themselves.

What do I do with all this information?

Taking the time to read the guidelines for viewability measurement and examine how it is translated into your digital campaigns can benefit you when pitching a campaign, or explaining results to your client.

Unfortunately, grasping the concept of viewable ads, figuring out how to capture viewable impressions and measure the results is becoming an increasingly daunting task for advertisers, as more players enter the space. Don’t worry, the onus is not only on you! DSPs, Exchanges and third-party data providers are also accountable to provide information where possible. The task you need to focus on is finding out how each partner defines viewable inventory, and how much of it is available to you.

For example, one partner might identify 60% of all inventory as viewable impressions. If this is the case, then 40% of inventory is either unmeasurable or unclassified. Understanding how your advertising partner defines viewability and measures it will ensure you are capturing the impressions that you are looking for.

What if I only want impressions that are deemed viewable?

Just because a partner says an impression is viewable, does not mean that all other impressions are never going to be seen by a viewer. As mentioned, some impressions are simply unmeasurable or unclassified. That said, if you only want to bid on the 60% that is explicitly deemed viewable, you can set up your campaign to bid only on these impressions. As always, this comes with some constraints, including higher costs, lessened reach and limited scale.

In many cases, you will need to employ a third-party segment or tracking tool to bid on impressions that are identified as viewable. This increases the probability that your ads are being viewed by the user, but also comes with an added fee. The additional cost to your campaigns is often comparable to the amount required to bid on Private Marketplace deals.

It’s a delicate balancing act between achieving a reasonable viewability percentage, maintaining your reach, and staying in budget.

How do I find a balance?

Now you’re equipped with the knowledge of what viewability is and how focusing on viewable impressions can affect your campaigns. Here’s the fun part! You can make strategic decisions to overcome the difficulty with viewability in programmatic. Here are some examples:

1. Consider Your Placements: If you can carefully select your ad placements, you can increase your chances of bidding on viewable impressions, without the extra cost.

  • Native Ads: Although Native ads face similar challenges to display ads when it comes to viewability on desktop and mobile web, in-app native ads are often viewable, as the impressions should only load when in-view. Although this is immensely appealing, this format has tracking limitations. Since the ad containers in which in-app ads are rendered are unique to each app, external measurement is difficult.
  • Display Ads: Include 300×600, 160×600 ad sizes in your campaigns. The length of the creative sizes with 600 position them as a strong contender to stay in-view, as a user scrolls through the content they are reading. Ads that are 728×90 also work well on desktop because they are often displayed at the top of the page, making it load as soon as the user arrives to the desktop site.
  • Video Ads: Try native outstream because the placement loads and plays only when in-view, and eliminates the need to use a third-party verifier, and usually results in a higher rate of video completion. That said, bidding only on inventory classified as in-view, does not always mean you will reach the video completion levels you seek, due to the limited amount of inventory.

2. Bid Performance-Based: Buying impressions on performance-based models such as CPC/CPCV will help to mitigate the fear of purchasing non-viewable impressions. Afterall, a user must see an ad in order to click it, so it’s the best of two worlds: you can have scale and guaranteed results.

3. Leverage Private Deals: This is a great way to increase your propensity to buy viewable inventory, as publishers will specifically package viewable ad placements. Keep in mind, these will come at much higher CPMs.

If viewability remains a concern, you can always check with your DSP to see what measures are in place to track viewability. Some platforms will have partnerships or will allow you to integrate trackers to evaluate the campaigns you set up. It’s important to keep in mind that measuring viewability is not possible for all inventory sources, and it’s a work in progress for the industry as a whole.

How can StackAdapt help?

StackAdapt helps advertisers leverage deals through StackAdapt Deals – our packaged, customizable deals, which include those focused on high viewability across native, display, and video. StackAdapt has also partnered with Integral Ad Science as a preferred partner to pass back viewability metrics. Contact your StackAdapt representative or request a demo to learn about how we can help you to achieve your viewability goals.

6 min read

StackAdapt Hosts the First StackDay of 2019

On January 17th, we hosted our first ever StackDay event! It was a huge success and generated a great conversation around programmatic, with some of the best thought leaders in the industry.

One of the major highlights of StackDay was an afternoon panel and networking session. StackAdapt COO and Co-Founder Vitaly Pecherskiy hosted 2 panels: a programmatic panel and a brand panel. The speakers came from diverse backgrounds and brought thought provoking perspectives from all corners of the ad tech industry.

We were so compelled by the discussion that we just had to share our key takeaways.

3 Key Takeaways from the Programmatic Panel:

The programmatic panel provided insight on how agencies can navigate the evolving landscape of programmatic buying. Our speakers were (from left to right): Chris Quinn, Head of Display Advertising at Kijiji, Cameron Hourd, Head of Industry at Google, and Tracy Ball, Director of Programmatic & Ad Operations at Innocean Canada.

1. Know when to suppress your audience

Retargeting is a critical tactic for re-engaging visitors familiar with your product or brand. However, saturation in advertising can occur and it’s important to know when to stop targeting a user. This is especially important for customers who have already purchased a product. If they have completed a conversion, perhaps give them a break from the ads. You can retarget these users at a later time, or perhaps with a different product, but it’s better not to bombard them with ads when they have already willingly given you their business.

2. Publishers need to find a balance

There is a need for publishers to strike a balance between having a good user experience for their site visitors, while also providing their advertisers with valuable inventory. It cannot be a one-sided play. Publishers need to ensure that the ad space being offered is not too invasive to the user experience, but is of good enough quality that advertisers will actually be willing to buy the impressions.

3. Viewability is key for upper funnel efforts

Branding and awareness campaigns are incredibly important for upper funnel initiatives. Since the main objectives are getting eyeballs on the ads, brand recognition and attention to product, media buyers want to ensure the impressions are being seen. As such, viewability needs to be top of mind. The only way you will get a new user to notice your product or ad is to ensure the ad is actually viewable.

3 Key Takeaways from the Brand Panel:

The brand panel consisted of leaders who shared how their departments were run and how their relationships with agencies are ever evolving. Our speakers were (from left to right): Lauren Wong, VP of Sales & Marketing at HelloFresh Canada, Amy Martin, Head of Acquisition at Shopify, and Claûde Beaupré, Marketing Manager at RBC Ventures.

1. Know your prospect and be bold

When you are prospecting a brand, it makes a much stronger impression if you do your research and know who you are dealing with. Who are their target markets? What does their product and brand look like? How does the organization or business operate? These tidbits of information will really help make a connection when trying to win business. So be bold, do not be afraid to show up and confidently demonstrate why you know the partnership is a fit, based on the knowledge you have in your arsenal.

2. Become a specialist

As agencies become increasingly generalized, there emerges an opportunity to double down on specific verticals, technologies, and channels. A large brand is comfortable working with a number of agencies, as long as they are receiving best-in-class services for each initiative. This includes experiential activations, exceptional marketing attribution, or operation of new technologies. You need to find a way to differentiate yourself from the other agencies in the mix, so that brands are not only willing to work with you, but will lean on you for your subject matter expertise.

3. Ask the right questions

As an agency, you have won the business and the brand has chosen to leverage you entirely for their media campaigns – great! Make sure the partnership is fluid and ask your client the right questions. This will ensure you are servicing their needs with the exact solution for success. For example, if a client is pushing for a deadline, speed could be more important than quality for that specific project. Ask them and clarify. If timing is of the essence, then help them get it done on time – even if it’s not your best work. Showing the brand that you can serve their needs will give them the confidence to leverage your agency for larger, more strategic projects where timing is more relaxed. Find out what the priorities are for each request and ensure that the creatives  and tactics are aligned and will perform.

It was an valuable and insightful afternoon! We learned a lot about the programmatic industry and the different needs and ideas publishers, agencies and brands have. Interested to know what our attendees thought? Read about Penna Powers’ experience on their blog. You can also see more photos from the event on our Facebook Page. Stay tuned for upcoming StackDay events!

4 min read

Vertical Targeting Series: Building Your Retail Strategy

The retail vertical is one that is constantly and quickly changing. In 2013, online sales of CPG products only accounted for 1% of total web sales revenue. However, it’s estimated that by 2025 that number will grow to 20%. As consumers depend on technology more, and online shopping has increased, there has been a major shift in how purchases are made. This requires that brands in the retail vertical alter the way they approach marketing, by not only reaching consumers in-store and on shelves but leveraging the digital space as well.

Retail marketers are now faced with a unique challenge when creating a vertical strategy for online advertising. They need to prove sales lift from online tactics, which means they need a way to connect the digital world with offline behaviours.

The solution? Innovative vertical targeting and the right tools to measure your campaign’s performance.

Targeting

The retail vertical has an array of targeting options for campaigns. Similar to a sales funnel, it’s easiest to demonstrate the targeting options has customers move from search or research to purchase.

Top Funnel

  • 3rd Party Segment: Segment based on your key demographic (gender, age, marital status, profession, etc.)

Middle Funnel

  • Geo-Radius Targeting: Capture users in real-time across mobile apps based on their physical location (state, zip code or latitude and longitude)
  • Custom Segment: Segment based on purchase intent through a user’s online actions (product reviews, articles read, traffic visiting competitors, etc.)
  • Lookalike Targeting: Tag specific users so you can target lookalikes. For example, tag anyone who landed on the landing page of a prior campaign, or any visitor to a specific page on your website

Bottom Funnel

  • CRM Customer Data: Upload your customer data from your CRM to target customers who have purchased a similar product in the past
  • Dynamic Retargeting: Take retargeting a step further and show users ads for specific products they’ve viewed on your website with personalized image, headline and copy based on their activity

This funnel presents a lot of targeting tactics and opportunities! You probably wouldn’t use all of these when running a campaign, but depending on your goals, you will likely employ a combination of them. Let’s take a look at how you could use some of these options for both a Pharmacy and Grocery campaign.

Pharmacy Campaign Considerations

When running a campaign for a pharmacy, demographic targeting is key. You need to make sure you are targeting age, gender and income properly, along with a certain geography. Consider uploading customer data from your CRM to target anyone who has purchased from the pharmacy previously. You can also implement lookalike targeting for anyone who has visited a particular page on your website.

Grocery Campaign Considerations

On the other hand, if you’re a running a campaign for grocery products, geotargeting will play a huge role in attracting users into your brick and mortar stores. First, with 3rd party data, target individuals who live in a defined zip code, are 30 to 40 years old, with children. Then, create a custom segment showing individuals with buying intent by targeting anyone who has searched for recipes. At the same time, target anyone who has visited your competitor’s location with geo-radius targeting. Finally, serve personalized ads to anyone who has visited your website with dynamic retargeting. When you combine all of these targeting tactics, you’re sure to get the most relevant audience for your campaign.

Measurement

After developing the segmenting and targeting strategy for your campaign, the next step is to measure the results. A successful campaign in the retail vertical typically doesn’t measure results by CTR and CPE. Consumer action, such as foot-fall traffic, is the measure of success for this vertical strategy.

As consumer attention has shifted online, and more frequently to mobile, you’ll need means to connect the digital world with offline behaviours. There are multiple location intelligence vendors that can be leveraged through your DSP to measure foot traffic lift to your brick and mortar locations. If you’re a StackAdapt customer, you’ll be able to leverage one of our location intelligence partners, Cuebiq, to measure when a customer has visited your business after being served a digital ad.

Cuebiq digs deep to provide metrics for your foot-fall traffic, giving accurate attribution to your campaigns. By leveraging its proprietary SDK, which is integrated in over 220 apps, Cuebiq is able to collect high quality location data at scale, all within a privacy compliant framework. In fact, all Cuebiq data is anonymous and only collected if users opt-in to location data collection. Cuebiq is also GDPR compliant in the EU.

So why do we feel confident that Cuebiq works for your retail vertical strategy? Let’s take a look!

Is there a baseline or industry average of how well online campaigns drive offline visits?

Cuebiq has measured and identified daily average visit rates across several verticals. Visit rate identifies the number of users who were exposed to your ad and had an in-store visit vs the total number of users reached by your ad.

I have a lot of foot traffic daily, how can I be sure that my campaign is working?

Cuebiq measures Uplift, which is the result of in-store visits driven from ad-exposure. Only those visitors who were served your ad are counted in the Uplift metric provided by Cuebiq, which gives you a clear understanding of your ad’s effectiveness. Cuebiq provides benchmarks for many verticals, which further help to define your campaign’s success.

How do I know if someone just walked by my location, or actually stayed and shopped?

Dwell Time – the amount of time spent at a specific point of interest – determines if a user’s actions resulted in a visit. The Dwell Time measurement ensures that anyone just passing by your location isn’t counted as a visit. Cuebiq has consolidated average dwell times per vertical so you are able to compare time spent in your store with the industry average.

How can location intelligence help me optimize my campaigns?

Aside from understanding if your campaigns are working based on attribution measurements, there are other metrics such as Time of Visit that can help you optimize. Time of Visit provides insight to the time that your ads are receiving traffic, as well as the most popular times people visit a place of interest in your vertical. With this information you can purchase media to reach consumers during those peak hours, optimizing your campaigns for success.

By comparing the metrics a location intelligence platform like Cuebiq provides with your on-location goals, you will have a full picture your campaign’s performance. If you have a high uplift but low sales, you may need to rethink your in-store experience. Conversely, if you have low uplift, you may need to adjust your campaign strategy – maybe your targeting is off.

In order to stay ahead of the retail advertising game, you’re going to need have a strong vertical strategy with well thought-out tactics. The combination of intelligent targeting and measurement will result in valuable insight giving you success with your retail campaigns.

Contact your StackAdapt representative to learn more.

Not a StackAdapt customer? You’ll definitely want to be now – see how we can help with your vertical needs (and so much more).

In case you missed it, this is just one part of our vertical targeting series. Check out our Intro to Vertical Targeting post here.

6 min read

GrowthGenius Shares B2B Marketing Wisdom

In this installment of Canadian Growth Hackers, Vitaly interviews Ryan Nahas, a founding member and Head of Sales at GrowthGenius, an AI-assisted outbound sales prospecting service for B2B companies. They discuss B2B content marketing and lead generation, what it takes to build outbound sales muscle, and how to build a “growth-minded” team. The interview originally appeared on Betakit.

Continue reading “GrowthGenius Shares B2B Marketing Wisdom”

4 min read

Stuck with Dying Display Ads? Try Native

Native has become one of the fastest growing advertising strategies in programmatic and does not appear to be slowing any time soon. Native advertising opens up new channels of content distribution for digital and content marketers, particularly due to their non-intrusive nature and alignment with the content the user is viewing.

Ads found on social channels are one of the most familiar (and successful) examples of native advertising. The success of social ads can be attributed to:

  1. The ecosystem in which they are served: users are familiar with the environment and are already browsing content they are interested it, making it easy to include relevant ads that are less intrusive. This works particularly well for millennials and modern day users who are heavily consuming content on social channels, specifically on mobile.

  2. The targeting social channels offer: social networks offer highly targeted environments, due to the personal information the platforms have collected from their users.

Seems like a perfect formula for advertising. But what about all the other parts of the web? Not all users are avid social media users, and some users have different usage habits.

Some Facebook users may check their newsfeed via desktop or the app once in a while, but they’re primarily using it as a messaging tool. How do marketers reach these individuals through other channels, where they are browsing more frequently? These users are also familiar with display ads, and might even be familiar with ignoring them. It would be a shame to lose these eyeballs to banner blindness, when there is advertising potential. Enter Programmatic Native.

Programmatic Native has the same delivery as social — so if money is spent on social, maybe it’s time to allocate some of those dollars to native. Native ads still have a headline, body text and content, and the creative calls out the user the same way it does on social. The ads can be served on familiar sites including news sites and blogs, meaning the viewers have some level of trust.

Let’s break down how Programmatic Native can compete with social:

1. Cost

These Walled Gardens (Facebook, LinkedIn and Instagram) limit access beyond the networks in which the users are browsing. This limits supply to the three or four domains available. Although there are hundreds of thousands of users, with millions of impressions, the publishers available to host the ads are limited. This ultimately drives up the cost and requires much higher advertising budgets. With Programmatic Native, you can find less expensive impressions than you would with paid social.

2. Saturation

As social became more prevalent (and advertising along with it), it naturally has become more saturated. Users on social channels are now very familiar with ads, both right rail and in-feed, and the less intrusive aspect loses its charm. At this time, as native on programmatic is ramping up, there is still lots of opportunity to capture users who are not blindsided by the other display ads, and saturated social ads.

3. Intent

User intent varies depending on where they are browsing online, and intent is very important when it comes to capturing engaged visitors. People visit social networks to connect with others. Yes, we acknowledge that advertising is working well because it is highly targeted. However, the intent of a social user is not necessarily to consume content (like that Facebook user who logs in just to use the messaging function), so they may not be as willing to respond to the ads they see. On the other hand, when users visit blogs or other content sites, they are interested in content related to a specific topic. When sponsored content appears on these pages, they are very relevant to what the user is consuming and the ad’s performance significantly increases.

4. Performance

Users have real intent when visiting pages with relevant content and are visiting sites they are familiar with and normally frequent, so they are more likely to trust the native ads and find them less intrusive. In fact, 26% of people are more likely to look at a native ad on content rather than the content itself. As a result, you will find there is much higher engagement with Programmatic Native, with lower CPCs, especially when compared to regular display ads.Source: Sharethrough

It’s no surprise that Programmatic Native is taking over. As it is growing in popularity, it is not taking over social budgets. In fact, the budget is being reallocated from another familiar tactic: Programmatic Display. An increasing portion of Programmatic Display budgets are being reallocated to Programmatic Native line items and tactics, mainly due to the large performance increases advertisers are seeing.It produces optimal results, with the closest familiarity to social ads, only with a much larger range of publishers. Sounds like the perfect combination. You will definitely want to include native into your media mix, to take advantage of the benefits it offers.

If you’re already running display ads and are not sure how to transition into running native, StackAdapt makes it easier than ever to make the switch. Contact your StackAdapt representative to learn more.

Not a StackAdapt customer? You’ll definitely want to be now – see Programmatic Native in action.

4 min read

Vertical Targeting Series: Intro to Building Your Vertical Strategy

When it comes to online advertising, capturing and targeting the most relevant audience is a key component to any campaign. Finding the ideal target market for your product can be particularly difficult when consumers fall into various demographic or behavioural buckets. If everyone falls into multiple categories, how do you know where to find the right people, for the right product, at the right time?

Take a step back and look at your audience to determine if they fit into specific topical groups, based on interest or industry. This might include categories such as travel, retail, finance or healthcare. In the world of digital advertising, these are considered verticals. If you can segment your audience into verticals, you may benefit from implementing a vertical targeting strategy.

Vertical Targeting

Vertical targeting is one of the most effective ways to capture a focused, intent-driven audience. You can use specific messaging tailored for that segment and curate the content to cater to the unique needs and interests of your target market. To help get you started, we’ve put together a four-step guide to building your vertical strategy.

Step 1: Reconfirm your target market

You likely know your target markets based on past purchasing behaviour or the success of your previous campaigns. However, you might be overlooking a few, or targeting an audience that is very broad. Dig deeper into your customer data to confirm your top verticals and perhaps uncover a few sub-verticals as well. Think about what interests or characteristics your customers share or pick features from your offering that you believe are appealing, either from reviews or direct feedback, and consider who else might enjoy or benefit from them. It is best to rely on defined metrics or data points where you can. For example, identify the characteristics of your top spenders to draw conclusions about who your target market is.

Step 2: Build your buyer personas

Next, and this is the most important part, build generalized representations of your ideal customer in the vertical you want to target, and imagine what the buyers would look like. Building a buyer persona is essentially creating a profile of a person who represents the exact centre of your target market. This ideal (fictional) customer is given a name, age, even a profile picture, and made into a “real” person by leveraging data that you collect.

To build your personas, find individuals in your network that actually work in or are involved with the respective vertical. Take them out for coffee and get some insight! They can provide context and an insider look into what resonates best with buyers like them.

If you are looking to follow a specific structure during your conversations, we suggest setting it up like an interview. Not sure where to begin? We’ve compiled example questions to get you started.

The categories you want to focus on are:

  • Demographics (age, gender, income, marital status, job title, etc.)

  • Psychographics (major life events, life challenges, accomplishments, etc.)

  • Behaviour and Preferences (social networks they use, devices they own, hobbies, etc.)

  • Buyer’s Journey (what product needs they have, concern for price vs quality, etc.)

It can be easy enough to gather demographic information online from places such as LinkedIn. You can even find information from online lookalikes to fill in the demographic gaps, and to dig deeper, you can ask some more detailed questions such as:

  1. What websites do you frequently visit?

  2. What publications do you read on a regular basis?

  3. How do you learn new skills?

  4. Do you typically conduct research before making a purchase? If so, how many sources do you use?

  5. Who do you trust for product recommendations?

  6. Describe one day in your (professional) life.

  7. What type of content do you prefer (text, photos, videos, etc.)?

  8. Are you loyal to certain brands/technologies?

  9. What key events and/or conferences do you attend?

  10. Do you consider yourself tech-savvy?

Personas should be built using data, not hunches. If you try to answer these questions without actually asking your candidate, you might be overlooking some integral points of view that you hadn’t thought of previously.

Step 3: Map your customer’s buying journey

Now that you have buyer personas, you can map their individual paths to purchase to determine where your ads will be most effective. Consider the entire research process for a potential customer, along with the purchasing stages, and all of the ways they might be using their various devices throughout. For example, for a potential traveler, you would not want to assume they only use a desktop to book a trip and overlook their mobile activity, which may be integral to the buying process. Once you have mapped out the customer’s buying journey, you can identify the best time to capture their attention with an ad, ultimately increasing the probability of a conversion.

Step 4: Leverage your DSP

You will want to use advertising technology with the appropriate targeting parameters to support your vertical strategy. This includes partnering with a Demand-Side Platform (DSP) that offers features such as audience targeting, geotargeting and day parting. In addition to the standard targeting options you can find in most advertising products, some DSPs also offer custom, intent-based segments that capture people who are actively reading about topics relevant to your brand or your competition. You can also leverage either Deal packages designed specifically for your vertical, a tentpole event or custom deals to capture specific inventory you are interested in.

Easy as 1, 2, 3… 4

Each vertical offers unique opportunities to build out your campaigns, and there are different tools and tactics you can leverage for each. Be sure to check back on our blog as we will be taking a deep dive into several verticals, and how to tackle the campaign planning for each.

If you want to learn more about custom segments, custom deals, or vertical targeting, reach out to your StackAdapt representative or contact us to get your vertical strategy going.

5 min read

StackAdapt Achieves Lower Fraud Rate than TAG’s Fraud Benchmark Study 2 Years in a Row.

StackAdapt has always recognized the importance of brand safety and fraud detection. We pride ourselves on our strong anti-fraud standpoint and take quality control very seriously. With partners such as Forensiq by Impact, StackAdapt provides quality assurance at all stages of campaign execution.

We are proud to announce that this strong emphasis on ad-fraud detection has resulted in StackAdapt achieving a lower overall fraud rate, beating both industry and TAG certified benchmarks two years in a row.

The Study

Annually, the Trustworthy Accountability Group (TAG) reports on quantitative and qualitative research that measures the rates of invalid traffic in TAG Certified Channels, in comparison to the industry average.

The 2018 Study measured general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT) over 75 billion impressions of display and video inventory on Desktop, Mobile and In App devices. GIVT and SIVT are different flavours with different dangers. According to IAS insider, GIVT is like the white noise of fraud because it’s always on in the background. On the other hand, SIVT is like a cat and mouse game where fraudsters try to develop new forms of fraud that blend with legitimate inventory without being detected.

The Results

The industry average for overall fraud rate is 10.43%, while the average for TAG Certified Channels is 1.68%. StackAdapt surpassed both benchmarks with a lower overall fraud rate, for the second consecutive year.

StackAdapt’s traffic is 91% cleaner than the industry average and 41% cleaner than other TAG Certified Channels, which is one of the reasons StackAdapt received verified by TAG earlier this year.

We are so proud to provide this level of sophisticated fraud detection, and are continuously improving our fraud prevention tactics to ensure that our publisher partners and marketers operate in a trusted environment.

Contact your StackAdapt representative to learn more.

Not a StackAdapt customer? You’ll definitely want to be now – see our ad fraud detection (and so much more) in action.

4 min read

David Jowett of NFA on Why the Agency Business Model Needs to Evolve

In this installment of Canadian Growth Hackers, Vitaly interviews David Jowett, partner and head of Media at No Fixed Address. They discuss the evolving role of the marketing agency vis-à-vis brands, technology, and the opportunities agencies have in coming years. The interview originally appeared on Betakit.

Continue reading “David Jowett of NFA on Why the Agency Business Model Needs to Evolve”

6 min read