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qCPM is emblematic of the state of online advertising. qCPM stands for quality cost per mille. It is used interchangeably with vCPM – valuable cost per mille. The implication being that normal advertising impressions are tainted or of little value.
Tainted by advertising fraud, click bots, bad neighbourhoods and faulty data. It is estimated that What other industry would sell its seconds products as the norm?
So why do you need qCPM? Here is are some examples of the kinds of fraud it would look to catch out
- Connected TV fraud. Banner ads on a mobile app are spoofed to make it look as if they are video ad placements on connected TV platforms. These were then sold on over ad exchanges
- Fake pages – Bid requests that included the URLs of pages that didn’t exist
- Bot networks – impersonate people and generate ad requests on platforms.
- Plagarised fake versions of news sites
These were just some of the techniques used by the largest ad frauds.
There is a constant game of hide-and-seek going on as marketers try to keep up with the criminal activity in online advertising. The criminals always remain at least one step ahead at all times.
Things are going to get worse. Privacy settings and ad blocking is creating biases in audience data and access that will only get worse with time. More related posts here.
Scott Galloway claims that Apple’s anti-privacy measures against online advertising are part of a luxury industry in privacy.