Six months ago, we partnered with Setupad and replaced their legacy ad quality solution to improve their coverage against bad ads. Needs in the market had changed, and they were looking for a tool that stopped redirects and blocked unwanted content.
Our partnership has grown quickly, and we wanted to sit down with their head of ad operations, Alvils Karlštrems, to reflect on what we've accomplished together.
Q: What has surprised you the most about the digital advertising/publishing landscape in the past 6-12 months?
Alvils: At the start of the pandemic, our client reports showed some ad revenue drop because advertisers bought impressions for lower prices or didn't bid on ad inventories at all. We also saw that even though there was a pandemic, advertisers still spent most of their ad budgets during the holiday season (Black Friday, Christmas, Cyber Monday) and became quieter at the beginning of the year.
Even though last year was quite challenging for many advertisers and publishers, thanks to new ad formats in the industry with higher CPM prices, publishers managed to balance the losses, and some even increased their ad revenue.
Q: What ad quality problems did you experience before working with Ad Lightning?
Alvils: We have connected multiple header bidding partners, and each of them has different ways of filtering ads. Some advertisers find ways to squeeze through those filters. They might redirect to a new site, show low-quality ads, or change advertisement categories to similar ones just to not be blocked. It is not always easy to react before it happens, but Ad Lightning helps catch these bad players before we allow them on our websites, saving us time and resources.
Q: We’re always happy to help, but we are curious what specifically has made Ad Lightning the best option for these ad quality problems?
Alvils: In partnerships, you have to build trust, so you can rely on the partner's provided services and products you pay for and get the best possible outcome, and Ad Lightning has earned our trust. The implementation is easy, and the tools in the dashboard are easy to apply and utilize. Also, the Ad Lightning support team has been very helpful, fast, and knowledgeable every step of the way.
Ad Lightning does a great job blocking the bad scripts and viruses and showing what was initially supposed to be displayed, therefore making the user and publisher happy.We implemented Ad Lightning to our sites in October 2020. Since then, we have not received a single complaint on the sites where it is added. We save a lot of time for our customers by doing what we do best—increasing publishers' ad revenue by serving high-quality advertisements.
Q: Have your ad quality concerns changed over the past year?
Alvils: Our concerns haven’t changed regarding ad quality—we still value ad quality highly. People are spending their time on the Internet more than ever before, so it has become critical to protect the users by blocking bad ads. For Setupad, it's essential to ensure a safe user experience with our served ads. We achieved this by partnering with Ad Lightning and utilizing SSPs and Ad Exchanges strong filters to avoid bad advertisements.
Additionally, for our clients, Setupad Google Chrome Extension allows users to report bad ads. Our data show that these efforts have led to a drop in low-quality ads presented to our clients.
Q: The transition at the start of the pandemic was hard for everyone, but as we exit quarantine, what do you anticipate to be the most critical issue to solve in the next year?
Alvils: We have to cut bad advertisements off at the source: their creators. The more bad ads are blocked, the stronger the filters should get. Introducing more AI would have a tremendous impact on this process. AI can learn what has been blocked and apply those standards to new advertisers. Most importantly, we need SSPs to catch the bad ads before serving them to users; AI could greatly help with that.
Q: Do you have any predictions for the upcoming year? What are you looking forward to for your business?
Alvils: The programmatic industry is changing, so we spend a lot of time just staying up to date technology-wise. There will be many changes in the upcoming two years on how publishers manage their ad inventories. We are here to educate about the most up-to-date solutions and help publishers implement them.
Setupad is currently innovating on the server-side auction, and we believe that those server-side connections will be essential in upcoming years. As well as for analytics with valuable insights and suggestions on how to improve your website's "success formula." Setupad is on the path to slowly shift its business to a SaaS model that will allow publishers to serve ads faster by not compromising websites' loading speed.
It was illuminating to sit down with our partners at Setupad and discuss how they have handled the changes over the last year and a half. We are looking forward to continuing to provide them with the most up-to-date tools and insights for the best in bad ad protection. At Ad Lightning, we are eager to see how the next few years will play out in the online advertising ecosystem as we take control in the fight for ad quality.
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Text LinkHow do businesses handle more consumer demand for proactive control over their personal information when regulatory bodies are giving them what they want?
Read MoreWith U.S. privacy laws in flux, Boltive's Privacy Guard simplifies compliance and empowers consumers with control over their data.
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Read MoreFollow along as Boltive team member, Christine Desrosiers, shares her notes from the IAPP Global Privacy Risk Summit.
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Read MoreAs children and teens become more exposed to the dangers of social media and online advertising, regulators are stepping in to help protect them.
Read MoreCatch up on the latest updates from the ScamClub Active Threat that the Ad Lightning product has identified.
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Read MoreDetected and blocked a reoccurring redirect campaign impacting 50 domains.
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Read MoreRedirect campaign spanning almost 1,500 sites over the past 7-days.
Read MoreFraudsters hosting obfuscated scripts on AWS & Yahoo platforms, attempted to deliver malicious redirects to over 300 different domains.
Read MoreThis malicious campaign has two methods of triggering the redirect.
Read MoreReview the ad security data gathered by Boltive's Ad Lightning product in this month's Risk Report.
Read MoreCatch up on the latest Active Threats that the Ad Lightning product has identified.
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Read MoreThe Boltive team is leveraging the use of Artificial Intelligence to enhance the way publishers identify and mitigate threats.
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Read MoreThough there are laws addressing Children's Data Privacy, there is much room for improvement to protect them.
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Read MoreIn this More Than a Refresh episode the panel takes a deep dive into Digital Privacy. Join along as the group further explore data privacy regulations and how to best combat non-compliance.
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Read MoreChristine Desrosiers, our Director of Product, shares an insightful and informative whitepaper on the current state of privacy compliance.
Read MoreDan talks about his journey from marketing to data privacy. He is on a mission to protect consumers from invasive media. He shares his personal story about being tracked online and how the hyper targeting he was victim of started him on his journey to Boltive.
Read MoreToday on That Tech Pod, Laura and Kevin speak with CCPA & CPRA Co-author Rich Arney and Boltive CEO Dan Frechtling.
Read MoreGiven the uncertain macroeconomic climate, the outlook for digital ad spending is spotty at best. Over the last year we have seen that large advertisers are pulling back budgets, and it’s looking like that will only continue this year.
Read MoreOur CEO Boltive, Dan Frechtling, has been accepted into Forbes Technology Council, an invitation-only community for world-class CEOs, CIOs, CTOs, and other technology executives
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Read MoreOur Director of Product, Christine Desrosiers, discusses the current state of Ad Tech with Brand Safety Institute
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Read MoreGeekwire wrote about the heartening link that brought our CEO and CFO to Boltive.
Read MoreBoltive's Privacy Guard was recently featured in Consumer Reports
Read MoreWe recently published our 2021 Q2 Malware Recap, so take a look at what has been plaguing website publishers and users this quarter.
Read MoreSix months ago, we partnered with Setupad and replaced their legacy ad quality solution to improve their coverage against bad ads.
Read MoreCheck out our our 2021 Guide to Blocking Bad Ads and Ensuring Ad Quality – a comprehensive roadmap that platforms and publishers can utilize to successfully navigate the frontlines in the battle of ad quality.
Read MoreCheck out our recap of the state of ad quality in Q1 2021
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Read MoreFraudsters were still up to no good in Q4, relying on everything from old standards to newer malicious horizons as their assault on publishers, platforms, consumers, and stakeholders continued full throttle.
Read MoreAd Lightning's video QA tool maximizes publisher ROI by identifying issues before ads go live. Fast, easy, and effective. Learn more at Boltive.
Read MoreThis is what Ad Lightning is providing to the ecosystem with our Look at the Digital Advertising Industry in 2021 – a prescient, thoughtful, practical group of insights that publishers and platforms can use to successfully navigate an uncertain future.
Read MoreWe take a moment to revisit a handful of topics discussed in our 2020 State of Ad Quality report, how they played out during the year, and look at what publishers can do to protect themselves from the bad guys.
Read MoreWe're going to show you some of the most common gaps in the ad quality armor we’ve seen in the ecosystem and discuss what you can do to fill them.
Read MoreChanges to CCPA Put Retargeting in the Regulatory Bullseye
Read MoreCheck out a presentation our CEO, Dan Frechtling, gave at the recent IAPP conference.
Read MoreHaving a Consent Management Platform (CMP) does not let you off the hook if your partners accidently (or intentionally) expose your customers’ data. You need to ensure information sharing consent is given in 4 key areas or you risk brand and profit damage.
Read MoreOnline ads can violate privacy in a number of ways, learn more about how user data may be at risk
Read MoreUnderstand the ad ecosystem and how Privacy Guard's technology provides tailored solutions to detect and resolve privacy issues.
Read MoreLearn more about how Boltive's new tool Privacy Guard delivers key insights you need to keep your consumer data -- and your brand reputation -- safe.
Read MoreGet an overview of the online ad ecosystem, and how Boltive's new tool Privacy Guard can help keep your consumer data -- and your brand reputation -- safe.
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Read MoreAn interview with Rick Arney, board member of Californians for Consumer Privacy (CCP), and co-author of CCPA and CPRA
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Read MoreThe ad ecosystem is like the wild west. Legitimate advertisers and publishers are leaving themselves and their partners exposed to consequences due to non-compliance.
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Read MoreStay ahead of the game with our article on 5 Ad Security Malware Trends for 2022 and Beyond. Protect your business from evolving threats. Read now on Boltive.
Read MoreWe recently published our 2022 Q1 Ad Quality Report, so take a look at the key trends we’ve identified and how publisher’s are fighting back.
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