Great article by Mike Shields in MediaWeek yesterday. According to the article, Tremor Media was running ad for major brands that were a) in-banner video as opposed to pre-roll, b) below the fold and c) adjacent to questionable content.
I want to highlight two separate issues in the context of this article: quality control and credibility.
Quality control is something that has been top priority for Brand.net since inception, because it was the number one concern of our branding-focused clients. I have written extensively on this topic and Brand.net’s SafeScreen platform is the premier quality assurance platform on the web, providing page-level filtering to ensure quality for every impression that runs through the Brand.net network. The monitoring capabilities Adam Kasper mentions in the article can be useful, but it’s far better to prevent quality incidents in the first place. He’s dead on when he says that quality control is the ad network’s responsibility. Unfortunately, too often that responsibility is not fulfilled.
On my second point, ad networks at large have a reputation for not always being completely honest with clients. This is another issue I’ve written on in the past. In response to this particular incident, Shane Steele, Tremor’s VP marketing, was quoted saying, “It’s a very nuanced space, which makes it complicated”. Actual pre-roll video is indeed more complicated than display, but the ads at issue here were display ads. They just happened to be running video creative. So answers like this don’t help build credibility for networks and they certainly don’t help build the trust that’s so essential for major brands to fully leverage the medium.
Tod Sacerdoti summed it up well when he said, “There is a gap between what an advertiser thinks they are buying and what they are [actually] buying.” This gap occurs far too often today and it needs to be closed before the medium can fully mature.