> Aren't most advertising campaigns focused on acquisitions these days?
Nope, much of it is branding. Some are focused on clicks, some are focused on viewability... it's sort of a turning point in the industry...
> No, and they are not focused on clicks either. The majority of the adspend* cares about impressions, viewability and lift.
*display adspend
Most or not, it's still a significant amount. The clients you mention may be more concerned with impressions/viewability/lift, but they're still vulnerable to be gamed the same way as someone who cares about clicks. Viewability is already being manipulated by the same bots that generate fraudulent clicks. It's a great metric in theory, but take it with a grain of salt.
If anything, these companies (Moat, IAS, Oxford...) are the ones who should be most concerned about combating bots.
Nope, much of it is branding. Some are focused on clicks, some are focused on viewability... it's sort of a turning point in the industry...
> No, and they are not focused on clicks either. The majority of the adspend* cares about impressions, viewability and lift. *display adspend
Most or not, it's still a significant amount. The clients you mention may be more concerned with impressions/viewability/lift, but they're still vulnerable to be gamed the same way as someone who cares about clicks. Viewability is already being manipulated by the same bots that generate fraudulent clicks. It's a great metric in theory, but take it with a grain of salt.
If anything, these companies (Moat, IAS, Oxford...) are the ones who should be most concerned about combating bots.