| > Clearly you still need client-side javascript, distributed by the mediator, to ensure that the impression is actually delivered and the click is actually registered. There's no point to client-side JavaScript: The baddies just write JavaScript that rewrites basic objects using Object.defineProperty so that document.visibilityState always says so (and so on), or that lie to the visibility sensor. Or they just make a whole fake web browser that runs on a Server. You are in an arms-race, and verification companies simply can't/don't do a very good job. > Otherwise, obviously, the server could just maliciously record impressions/clicks. I offer ads† to publishers server-side via XML or JSON, and they can stitch them into the page however they want, and I've been doing this for years. My publishers often get paid by click, but some of the more valuable ads are paid on referral. Occasionally I see a CPM/CPD deal go through, but it's usually to a larger publisher that I can understand how they get their traffic. I won't help anyone do a CPM/CPD deal unless I understand their traffic. You're right that it's much too easy to buy traffic from e.g. Google and spray it at my impression and click trackers, which is why I don't rely on them: Adblock and uBlock can remove the trackers all they want, but their users still get ads from my platform, and my publishers will still get paid. †: Strictly speaking: I offer a platform for publishers, and often help my customers get introductions/recommendations/connections to advertisers who believe in data-driven online sponsorship. > Embedding the ad into the video is more akin to a native ad, which is generally understood by the advertiser to not have measurable conversion Server-side stitching can be done in realtime, bespoke, and with standard VAST tags. Not everyone is doing this, because dash/HLS are simpler and still "good enough". > and to be strictly context (as opposed to user) targeted. I've worked with several (big) brands who have done completers and demo-guaranteed video campaigns. There is absolutely user-targeting in video. |
I agree it's an arms race, but why do you think it favors the attacker? Bot/spam detection is incredibly important, and the folks I've worked with in spam detection are really good at what they do.
(Disclosure: I work on ads at Google, though not in spam. Speaking only for myself.)