We follow up on a previous discussion about ad fraud and the $100 million Uber lawsuit. Meller clarifies the important difference between ad networks and programmatic. He also shares details about the pivot Jampp underwent to eliminate fraud.
If you’re listening today, take this as a warning shot. Think about how you can improve your own efforts in your businesses.
Meller begins by setting the record straight on how ad networks and programmatic function differently. Then we learn how Jampp changed its business model because fraud instances were getting more frequent. Everytime they researched what was going on, fraud was not the exception, but the rule. Meller offers a fascinating insight into how marketers handled these revelations: “The most frequent scenario that we saw in our customers was a strategy of basically phasing out gradually the crappy traffic and blending it with good traffic.” Then Meller provides critical advice that will help marketers avoid ad fraud. He warns, “Buy media that gives you transparency.” This conversation reminds us that in the long-term, the market will reward us for doing the right thing.
Highlights from this week’s “Marketing Today”:
- Diego sets the record straight on programmatic vs. display ad networks, which was the source of fraud in the Uber lawsuit. (03:35)
- Diego describes how his experience with Jampp taught him about both of these worlds. (06:54)
- Diego explains why fraud prompted a pivot in the Jampp business model. (07:56)
- Key background information listeners need to know about how this ad fraud situation unfolded. (11:19)
- Diego shares what other advertisers at the table were saying when they shifted to programmatic. (13:33)
- Learn why this pivotal moment could have killed Diego’s business. (17:10)
- Using the new system, they don’t struggle with fraud within their traffic. (18:57)
- The prevalence of attribution fraud. (22:22)
- The biggest misconceptions of ad fraud today. (24:03)
- Diego’s advice for combating ad fraud. (25:17)
- Diego’s opinion on marketers being fired or prosecuted for spending on fraudulent ads. (29:33)
- Is there an experience in his past that defines who he is today? (33:27)
- What is the advice Diego would give to his younger self? (35:59)
- What’s the most impactful purchase he has made in the last 6-12 months of $100 or less. (39:44)
- What are the top opportunities or threats Diego sees today? (42:13)
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Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on opportunities around brand, customer experience, innovation and growth. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine startups.