Google’s recent announcement regarding the introduction of an ad filter is good news for the brand safe publisher members of the IAB. The move will effectively counter the rise of fake news and fraudulent websites generating display advertising revenue from unsuspecting advertisers.
IAB publisher members welcome this move, as they spend a tremendous amount of time and money generating high quality, brand safe content, coupled with responsible advertising options that do not annoy users.
The ad filter programme should hopefully eliminate fraudulent websites that are giving digital advertising a bad name, and defrauding advertisers of their ad budgets. All advertisers need to sit up and take notice of this move, and start to think carefully about their digital ad budgets and where their money is being spent. IAB publisher members give advertisers quality, brand safe environments within which to place their brands. Quality of ad space needs to come to the forefront over quantity of adspace.
It is also crucial that IAB publisher members take note of parallel developments in this space and prepare their sites for this shift by reading the following resources:
• The ad experience report.
• https://www.google.com/webmasters/tools/ad-experience-unverified?pli=1
• The BETA programme, Funding Choices
• http://www.bizreport.com/2017/06/googles-funding-choices-gives-publishers-way-to-monetize-ad.html
• The context of Google’s upcoming changes:
• https://www.theregister.co.uk/2017/06/02/google_6_months_to_publishers/
About Marc Du Plessis:
Marc has been appointed as the incoming Head of the IAB Publisher council and is the joint-CEO of Spark Media, an advertising and media solutions sales house who are firm believers of evidence-based marketing principles and invest heavily in local South African research.
Marc has 11 years experience in the media and publishing industry, and for the last 8 years, a real focus in digital transformation and digital innovation.
About IAB:
IAB South Africa, is an independent, voluntary, non-profit association focused on growing and sustaining a vibrant and profitable digital industry in South Africa.
The IAB SA represents the digital industry across all sectors including the media, the marketing community, government, and the public, and also acts as the channel through which international bodies can enter the South African digital market.
It currently represents over 200 members including online publishers, creative, media and digital agencies, brands, and educators, between them accounting for more than 43 million local unique browsers. The IAB SA strives to provide members with a platform through which they can engage, interact, and address digital issues of common interest, thereby stimulating learning and commerce within the South African digital space.
To find out more about the IAB South Africa, visit its website, like its Facebook page and follow//twitter.com/@iab_sa“> @iab_sa on Twitter.
