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While many analysts primarily assess the creative aspects of digital video advertising and analyze the impact of ad campaigns—especially those run during the holiday season—the truth is that the technical aspects are just as important.
No, I’m not talking about various martech solutions, which are typically used for deeper analysis and more effective decision-making in active configuration, setup, and tuning.Like it or not, although about 70% of CMOs plan Increase investment in marketing technology in the near future, most of this software is not essential – if not useless in some cases.The trick is that while smart tech may help marketers hoard data, track the ROI of every ad investment Still tricky for over two-thirds.
So, what does the so-called primary video advertising technology mean? Here are some tidbits that cannot be ignored.
Video ad verification and anti-fraud protection
Problems since the “good days” In vitro fertilization Seemingly easier to overcome, the importance of ad verification and anti-fraud protection software is only growing in the online video advertising ecosystem. The sophistication of fraudulent techniques continues to grow as video ad fraud proliferates in the in-app and CTV space.
A vivid example is the recent case Viper Robota sophisticated fraud code that allegedly deceived more than 85 million ad requests per day since 2021, resulting in the theft of nearly $8 million per month spent on CTV and mobile video ads.
The good news is that the major ad verification companies in the market today are upgrading their video ad solutions at a considerable rate, aiming to eliminate or at least minimize the risk of fraud and financial loss accordingly. They are gradually winning, as public data shows.
Related: The Growing Risks of Digital Advertising and How Brands Can Fight Back
Video Advertising Measurement Software
Third-party video ad measurement software has been the go-to solution for brands and agencies looking to minimize discrepancies between their internal and supply-side data in video ad performance reporting. What has been changing over the past few years is the range of metrics, which has expanded and evolved to accommodate the needs of changing marketers.
In this regard, while some specific video ad niche requests may include attention metrics (especially on CTV) or emerging KPIs such as data source quality and target information quality, media exposure (e.g. viewable video ad impressions) ) and outcomes such as ROI/ROI will continue to gain traction in most verticals.
This is where video ad measurement technology providers need to step up to ensure their partners get the best results.
Related: How to Build Brand Loyalty with Augmented Reality
Video ad player technology
If quality anti-fraud protection and verifiable video ad measurement play a vital role during and during video ad serving, video ad player technology actually makes other software feasible.
While the importance of using a top-notch video player for ad serving has not diminished over the past few years, some of its key features have changed.In particular, with HTML5 player It has become a must – as is its cross-platform functionality and VAST/VPAID, Google IMA and out-stream/in-stream format support.
In addition, the rapid growth of programmatic video ads underscores the importance of video player support for Prebid.js and its integration flexibility, such as compatibility with third-party video ad server solutions. As for the light weight and simplicity of implementation, these are still an added bonus.