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Yahoo allows brands to check their visualization indicators and fraud rates
Manuela Walfenzao| 3 de junio de 2015
El 80% de los anuncios en Yahoo tiene la oportunidad de ser visto y menos del 2% del tráfico es considerado fraudulento
Last year Yahoo began to allow some advertisers to pay only when their banners truly had the chance to be seen by consumers on their portal. Now, the company will let brands check the accounts. Yahoo enabled the presence of third technological parties to track if ads bought on the site are being truly effective.Brands will measure with this type of company visualization indicators and fraud rates for regular and video ads. In spite of this improvement, Yahoo has not yet offered the service for its mobile platforms. On fixed computers, it will continue to work on the Prime View system, which only charges clients who were able to show their ad. This move, which includes technological ad measuring companies, such as ComScore, Moat and DoubleVerify, aim at offering more transparency to the online advertising world. According to Yahoo, adding clarity to the investment may offer brands the peace of mind that comes from knowing that their online budgets are not going to waste. With these systems it is possible to verify if those who see the pieces are humans and not robots.”Lately, the biggest impact is bringing a greater expenditure from the brands to the digital world”, said Dennis Buchheim, VP of Product Management at Yahoo. “From the ads that are on Yahoo sites, 80% have the chance to be seen, and less than 2% of the traffic is considered fraudulent”.
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