Mpire announced new ad blocking capabilities for its AdXpose product where, “AdXpose analyzes the content on publisher sites in real-time, and cross-references it with the prescribed rules set by the advertiser.” If the content is acceptable, the ad is served. If not, it’s not. Read the release.
AdExchanger.com spoke to Mpire CEO Kirby Winfield about the new feature and overall business.
AdExchanger.com: Can you explain the issue around Iframes? And, how does AdXpose tackle it for your new “proactive ad blocking” feature?
KW: The issue around Iframes for our agency and platform clients is that Iframes limit visibility into where ads are appearing, and how they are performing. Specifically, up to 40% of impressions on a typical non-premium display buy can “dead end” at an ad network or server URL due to multiple Iframes within the delivery path. So, our clients are initially unable to see whether their ads were delivered within IO-specified parameters, or whether fraudulent activities like ad stuffing (nested Iframes) or other impression fraud occurred. With AdXpose’s patent-pending technology, we’re typically able to get through several layers of Iframes to see where the ad is actually appearing and what kind of performance the ad is seeing, based on viewable impressions, user and brand engagement, geographic and demographic targeting, and more; reducing the obfuscation to single digit percentages in many cases. And where obfuscation remains, we encourage our clients to examine the channel and provider which is obfuscated and make a judgment call on how far they trust that channel. With our new ad blocking capabilities, the user can set any number of alerting thresholds around the above mentioned attributes, and once triggered, either receive notification or stop the ads from appearing down those channels or sites. One attribute of ad blocking that solves the Iframe issue is the simple ability to require that any obfuscated domain (unless it is on a white list provided by the client) be prevented from serving an ad.
AdExchanger.com: How are your clients segmenting? Is AdXpose sold to agencies more than, say, ad networks? Where do you expect momentum to go for your client base?
KW: Right now our AdXpose client base skews towards agencies. Clearly today, without any universal shift at the platform level to visibility and transparency into most buys, the demand is being driven by the buy-side and brands. Also, because we offer additional data points like heatmapping and user engagement at the URL level — which allows for pinpoint creative optimization, for example — agencies have more uses for us than the simpler “point solution” verification providers. At the same time, you’ll see more announcements from us on the platform side as well. Specifically due to our XML API, real time data collection methodology, and breadth of data points captured, we have an unprecedented ability to offer terabytes of raw verification and optimization data to those DSP and exchange partners who consume data as part of their algorithmic approach to acquiring audience.
In a real-time bidded environment, can AdXpose work? Even on dynamic content?
KW: The short answer is, yes. Since AdXpose – unlike other verification providers – sits on the actual page where an ad is served at the exact time at which it is served, we are uniquely positioned to help power RTB decisions. That stated, the feedback loop needs to be very tight in order to leverage that dynamic page data while it is still valid, and we are working with pilot partners on defining how that process is most effective.
By John Ebbert
