Could you list the main myths of programmatic?
The myth that is rather problematic for the market — lack of understanding of programmatic and comparing it to the black box. A black box is something hard to understand, where manipulation and fraud are possible. This immediately destroys the trust in the instrument. Our task is to put this black box under X-rays.IAB has its own glossary. How often do the players on the market consult it?
We are trying to promote it. We have Glossary Tuesdays on our Facebook page when we talk about the glossary and explain the vocabulary. Of course, we need additional resources for promoting it, but we are working on it. People need to understand that there is a Wikipedia of sorts, and if you don't know the term, you should look it up there first. However, we won't be able to make people memorize those terms like they do with foreign languages at school.Upstream has recently published a report on fraud in mobile, and the numbers there are absolutely crazy: 93% of the transactions were fraudulent. How much is the problem of fraud relevant in Ukraine?
The problem of fraud is always relevant when we are dealing with technical things. If there are non-humans, the risk of fraud arises automatically. For instance, there is Google that improves its algorithms and there are SEO professionals who outplay it. Fraud develops alongside Internet advertising — they are like a shark and a sharksucker who swim side by side. This will always be the case, and our task as an industrial organization is to bring the problem of fraud to the public attention. On January 29, Oleksiy Liakh and Bohdan Rudyi gave a talk
on this. Protection from fraud is a very important hygiene factor in the education of a media planner or media manager on the side of the client.
If you are working with a global client, then very often your contract with them features a separate section on fraud and a list of software to be used. Many years ago I provided services for Nokia who were the first in Ukraine to use Double Click, and I was surprised: the bills came, we paid them, and then after a month or two an amended bill would come: Google identified which clicks were fraud and decreased the amount to be paid. It was 2009, and nobody in our market has even thought about it yet.
Anti-fraud and the quality of traffic are some of the key priorities of IAB for the coming year.What would you advise a media manager for basic fraud protection?
Obligatory use of software. You also need analysis: how many conversions, where they clicked, did it turn out that a lot of money was invested into the website, but it didn't generate views. The common Google Analytics already lets you know that something went wrong. Whether to use blacklists or only whitelists. This is the hygiene level. Because believing that nothing is going to happen to you is like having sex with a stranger without a condom and hoping that you won't catch anything.