"There is not enough human intervention in the ad delivery process," Goldberg says. We should better maintain the quality supply of the entire advertising ecosystem, rather than simply blaming the huge amount of data. The same is true of domestic procedural advertising. Program-based purchase, automation and accurate delivery, is the advertising industry information, digital, automation of an important industrial upgrade, the key is the lack of content audit and industry supervision. In these areas, some of the practices of the international data advertising giants may give us some guidance.
Last year, Facebook was accused by advertisers of falsifying advertising data and plunged into a crisis of confidence. To restore trust, Facebook began publishing back-office data to provide advertisers with millisecond-level advertising performance information on its media platforms, including Facebook and Instagram. And in February, media sector indicators, the media industry's index regulator, was introduced to review advertising data. Google also announced the opening of YouTube's advertising data, as well as data from its advertising-buying platforms DoubleClick Bid Manager (DBM) and AdWords, allowing MRC to verify the visibility of its ads, video ad duration, and more. The two digital advertising giants have taken the lead in responding to the industry's call for transparency in the media to make adjustments, which is also a sign of the industry's transformation.
In response to the ad's misdelivery, YouTube recently announced that only channel video content viewed 10,000 times can be advertised on these channels. Once this threshold is passed, the site reviews the content to see if the video channel is eligible for advertising. The company will also add an audit process for new video creators who apply to join the YouTube Partnership Project.
In contrast, domestic whether in content review or third-party testing in the lack of a clearer industry agreed with the standard. In short, there is no regulation, no rules to follow, so a lot of false bubbles emerge. Perhaps it is fortunate that the Google advertising scandal has occurred, so that the industry should be a wake-up call, whether it is the media platform or advertisers should be rational to understand the status quo, move forward.