Performance Marketing Review: Fighting Fraud & Google Changes AdWords

May 30, 2016

Performance Marketing Review Memorial Day
Happy Memorial Day! We hope you’re enjoying the holiday weekend. For this week’s roundup of performance marketing and digital marketing industry news, reports and insights, we found several items of interest to advertisers and publishers.

Performance Marketing Companies Become ‘Certified’ for Anti-Fraud

As reported by PerformanceIN, the Trustworthy Accountability Group (TAG) has launched a “Certified Against Fraud” initiative, in a bid to remedy a thorn in the side of the display ad industry: non-human impressions. A number of performance marketing companies have already bought into the initiative, with Rocket Fuel, Sociomantic, AppNexus, Integral Ad Science, engage:BDR, DoubleVerify, MediaMath and OpenX just several who are prepared to stump up the $10,000 annual membership fee.

All the AdWords & Google Analytics changes announced at Google Performance Summit

Search Engine Land rounded up all of the new Google Analytics and AdWords changes that Google announced at its annual Google Performance Summit including new “mobile-first” bidding support, “Promoted Pins” to put advertisers on Google Maps, longer text ads and more.

How To Monetize Relevant And Engaging Content? Reward Creators

In a recent AdExchanger “The Sell-Sider” column, Even Burns, CEO at Odyssey contends that “Engaging audiences with relevant content hinges on how publishers and platforms harness countless diverse viewpoints globally,” and that “When the world’s most engaging stories are monetized at the highest potential value, publishers can create an investment cycle that rewards creators. In this way they generate higher quality and quantity of content, foster smarter engagement and drive more revenue for those creators. This allows the best creators to benefit from their work while investing in what the readers want.”

We found this last article very interesting as it echoes our belief in the optimal relationship between advertisers and digital marketing partners (which includes media partners). The best relationship is one where activity that drives the best performance is rewarded, creating a cycle of optimization where both partners – and most importantly – the end consumer all benefit.

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