The first day of AdExchanger’s Industry Preview 2017 is in the books.
After a day filled with presentations and panels, there’s plenty of new trends and opportunities to dissect, but there were a few sessions we attended today that we can’t wait to discuss.
The fight against ad fraud has only just begun. And members of the Measuring Quality panel called for greater attention to ad fraud.
“It’s all about human #attention” – @moat #CEO @jonahgoodhart words of wisdom about what matters in #measurement @adexchanger #IP2017 pic.twitter.com/VIxo2vDM7Q
— Steven Wolfe Pereira (@wolfepereira) January 18, 2017
In terms of KPI measurement and sophistication, the entire industry has been able to drive more accurate and streamlined methods for measurement. However, without human attention and effort, ad fraud and cybercrime will persist.
WhiteOpps CEO Michael Tiffany called for a minimum standard in order to solve the problem. If we’re able to place a higher value upon units and impressions that humans actually interact with, we should eventually look to move away from campaigns driven by scale and volume — even if those campaigns will not be met with human interactions.
.@WhiteOps CEO @kubla at #IP2017 discussing ad quality, viewability and more for the year ahead pic.twitter.com/SY9Vs1TngS
— AdExchanger (@adexchanger) January 18, 2017
“As an industry, we’re measuring better, but the numbers are the same. The web will have to change.” @jonahgoodhart of @moat #IP2017
— Nicole Silver (@SilverNic) January 18, 2017
No brand wants to buy ads that exposes users to their message for less than a second #IP2017 @integralads @scott_knoll
— Maria Noël Pousá (@marianoelpousa) January 18, 2017
Creative and data were also hot topics – more specifically, the convergence of the two, and how to fix the current disconnect between powerful creative and insightful data.
#IP2017 brands and agencies have the creative assets but they aren’t reaching the programmatic trader. Ari Levine – TripleLift.
— ACA (@ACA_tweets) January 18, 2017
Moving forward, this convergence will be key in reaching the ever-present and ever-moving consumer across multiple devices and platforms.
“Consumers increasingly seeing messaging as disruptive. That’s bad for us. We want [them] to WANT messaging.” Preach @DonnaSpeciale #IP2017
— Joanna O’Connell (@joannaoconnell) January 18, 2017
We’ll be back on the Centro blog tomorrow to share what we learned at Day 2 of the conference.
