Malware Prevention in Display-Werbung

Malware Prevention in Display-Werbung

With billions of monthly impressions to manage and a complicated ad stack and advertisers priorities… eventually it becomes too much for the traffic team or ad ops to monitor adware/malware – so an option is to hire a partner company that monitors ad tags and send alerts when something suspicious shows up on the website. When you have a high traffic website you need to make sure that the advertisements are appropriate for the traffic or users. This is good for conversion. One “bad actor” or ad can send a user permanently away from your site – and in addition can affect other advertisers brand safety, so a adware partner is important to have when you have a high traffic website.

First Line of Defense: Create a Blocklist

The first way most growing online publishers use to block malware is to create a blocklist. This is like fighting fires all day, and leaves less time for your ad ops team to fulfill new orders or contribute to ad earning revenue activities. You can do this at the ad server level, at the partner level, in the DSP configuration etc… There are many ways to manage advertisements… Block Lists by industry (Tobacco, Adult, gambling), by type of ad (ex. Flashy ads) and by domain. Basically there’s many ways to block advertisers from your websites but somehow adware, malware and piggybacking ads still manage to get through. Malware ads in display advertising are called “Bad actors”. The first way to manage this is to ads (aka creatives) in a test development before going live – but as most of us know time and immediacy don’t allow this sometimes on a friday afternoon with put it up and monitor sales person asking if its up yet … so you may just put it up anyway and go to the pub. Bad idea. Better to have an Ad Tech solution for malware prevention.

Malware Monitoring Partner – A Media Scanner for ad tags

An Ad Tech solution. Malware scanner for ad tags is software that 24/7 monitors and searches for suspicious ads running on your network and then send an alert when it’s located – so your ad ops team can investigate. Take a look at the “Tearsheet” will become a common phrase for your ad ops team… which means to go through the ad call chain and locate the source of the suspicious ad. As mentioned in my other video blog about “Display advertising inventory management “there can be 100’s of ad calls so locating the correct ad partner can be difficult. The malware prevention companies specialize in this and your ad ops team can reach out to the correct ad partner right away and alert them to block the offending ad. And your back in business earning sweet ad revenue.. I’ve seen first hand and how to best manage. It works well when a system is implemented. It’s a report that shows all the ad calls leading up to a displayed impression and looks for indicators of suspicious activity in the ad code and display.

Commercially Minded Ad Ops leader

How to best qualify the best Ad Tech solution to prevent malware for your company and maintain ad partnerships is important to get right – before you take on that new ad partner. You may risk losing existing revenue generating ad partners when bringing on untested new ad partners with promises of additional revenue.. especially without a malware prevention plan. This is where a commercially minded ad ops leader can help manage this best.

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Need the advantage of an ad ops team leader or ad partner manager? My name is Marc Joffe and I can help manage your display inventory or create new demand for your advertising space. As a Publisher Advocate that’s what I love to do. I work from Amsterdam, The Netherlands and make a great Dutch “toastie.” @adopsonline. I vlog about display, seo and marketing. Subscribe to my new youTube channel

Online Advertising is the space around the content”- Marc Joffe, Amsterdam, Niederlande, Februar 2015