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The Fraud Problem On Video Exchanges

A Wall Street Journal blog titled, “Rampant Fraud Raises Questions About Video Ad Exchanges” notes that online video advertising is plauged by fraudulent ads, most of which occur “when marketers buy ad space through ad exchanges."

The post explains how ad exchanges emerged because of an oversupply of display ad inventory and a way for long-tail publishers to make more money.

However, as the article notes, “None of these factors would seem to apply to video. There isn’t a never ending supply of inventory within top Web shows. In fact, there still aren’t that many top Web shows in existence.”

The article concludes: “The only reason any big brands are going to Web video exchanges would seem to be a search for cheap ad space. It might be worth those marketers remembering that you get what you pay for.”



Read the whole story at Wall Street Journal »

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