The afternoon panel at OMMA RTB in LA tackled perhaps the most important topics of the day: fraud, trust and the potential for regulation in the programmatic marketplace. Moderator Dan Chen, managing director at Siemer & Associates, asked the panelists whether or not they…read more»
The ad industry often mischaracterizes ad fraud as something akin to cancer: Ad fraud happens when bad actors on the margins behave badly. Instead, White argued that fraud always appears when a market creates the sort of environment that lets it thrive. Digital advertising, which is filled…read more»
Rocket Fuel intends to release a free anti-fraud product in June called Bot Or Not – available to advertisers regardless of whether they’re clients.
CTO Mark Torrance announced the product’s existence at the Rocket Fuel Summit in New York City on Tuesday and shined a…read more»
Programmatic trading is essential for brands to keep pace with the myriad of routes to content that consumers can now enjoy online, and via mobile devices – trading billions of advertising impressions to the right audience, at the right time, for the right price is…read more»
Rocket Fuel's CTO, Mark Torrance, explains why a "flash crash" like that experienced by Wall Street in April is highly unlikely to happen to programmatic-buying systems. Still, there is risk. For that reason, a programmatic-buying system like Rocket Fuel's has additional safeguards built in. You…read more»