201: An Ad Fraud Warning to Marketers from Reformed Provider, Jampp

During this 201st episode of “Marketing Today,” host Alan Hart interviews Diego Meller, Co-Founder of Jampp. We follow up on a previous discussion about ad fraud and the $100 million Uber lawsuit. Meller clarifies the important difference between ad networks and programmatic. He also shares about the pivot Jampp underwent to eliminate fraud. If you're listening today, take this as a warning shot. Think about how you can improve your own efforts in your businesses.Meller begins by setting the record straight on how ad networks and programmatic function differently. Then learn how Jampp changed its business model because fraud instances were getting more frequent. Every time they researched what was going on, fraud was not the exception, but the rule. Meller offers a fascinating insight into how marketers handled these revelations. "The most frequent scenario that we saw in our customers was a strategy of basically phasing out gradually the crappy traffic and blending it with good traffic." Then Meller provides critical advice that will help marketers avoid ad fraud. He warns, "Buy media that gives you transparency." This conversation reminds us that in the long-term, the market will reward us for doing the right thing.Highlights from this week's “Marketing Today”: Diego sets the record straight on programmatic vs. display ad networks, which was the source of fraud in the Uber lawsuit. 03:35Diego describes how his experience with Jampp taught him about both of these worlds. 06:54Diego explains why fraud prompted a pivot in the Jampp business model. 07:56Key background information listeners need to know about how this ad fraud situation unfolded. 11:19Diego shares what other advertisers at the table were saying when they shifted to programmatic. 13:33Learn why this pivotal moment could have killed Diego's business. 17:10Using the new system, they don't struggle with fraud within their traffic. 18:57The prevalence of attribution fraud. 22:22The biggest misconceptions of ad fraud today. 24:03Diego's advice for combating ad fraud. 25:17Diego's opinion on marketers being fired or prosecuted for spending on fraudulent ads. 29:33Is there an experience in his past that defines who he is today? 33:27What is the advice Diego would give to his younger self? 35:59What's the most impactful purchase he has made in the last 6-12 months of $100 or less. 39:44What are the top opportunities or threats Diego sees today? 42:13  Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.