Tourtel: Teads trabaja duro para hacer que el video programable sea más personal
Teads released the results of a Non-Human Traffic (NHT) Audit, analyzing recently run campaigns in Mexico to determine the level of invalid impressions compared with industry benchmarks. According to the IAB, bot traffic is costing the industry upwards of US$4.6 billion globally every year, and comScore reports that 62% of ads bought programmatically are not viewable. “With increased levels of fraudulent traffic, the industry should be demanding more transparency when buying ads. Teads works with the most trusted leaders in performance measurement including, Integral Ad Science (IAS), comScore and MOAT to ensure the accuracy, consistency, and integrity of all the data we provide to our clients” commented Eric Tourtel, SVP at Teads LatAm. According to Tourtel, Teads performed well above industry benchmarks for the region. Teads used MOAT’s regional and local benchmarks as a guide, and compared the average Human Viewability and Invalid Traffic (IVT) rate of recently launched campaigns in Mexico. The Human Viewability rate result was 57% with a 0.2% IVT rate. MOAT’s benchmarks in South America include a Human Viewability rate of 43.4% and an IVT of 3%. In this case, Teads performed 33% better than the Human Viewability standard and 93% better than the IVT benchmark. Locally, Teads also ranks 16% above the Human Viewability benchmark with 94% better IVT performance. Globally, comScore places Teads’ NHT rate at around 1%, which is significantly less than the global average of 9% for programmatic video overall and about 1/3 of the average for video bought directly from publishers (3%).
