{"id":645,"date":"2018-03-08T06:24:08","date_gmt":"2018-03-08T06:24:08","guid":{"rendered":"http:\/\/v2.openx.local\/press-releases\/openx-cracks-down-on-ad-unit-abuse-by-banning-300x250-video-and-other-low-value-video-ad-units\/"},"modified":"2022-03-12T22:21:33","modified_gmt":"2022-03-12T22:21:33","slug":"openx-cracks-down-on-ad-unit-abuse-by-banning-300x250-video","status":"publish","type":"press-releases","link":"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/press-releases\/openx-cracks-down-on-ad-unit-abuse-by-banning-300x250-video\/","title":{"rendered":"OpenX Cracks Down on Ad Unit Abuse by Banning 300\u00d7250 Video and Other Low-Value Video Ad Units"},"content":{"rendered":"\n
The ban directly targets video fraud, further strengthening the quality of the OpenX Exchange<\/em><\/h6>\n\n\n\n

OpenX, the world\u2019s leading independent advertising technology provider, today announced the company will ban from its exchange a group of video ad formats, including the 300\u00d7250 \u2014 one of the most prolific video ad units, that rank among the worst offenders of providing bad ad environments for consumers and advertisers in the industry today. The move marks another industry-first initiative by the company to ensure the highest quality marketplace for brands, publishers and consumers.<\/p>\n\n\n\n

300\u00d7250 video ads are a prime example of ads that provide a poor user experience. The 300\u00d7250 size does not match any standard video ad size and consists almost entirely of in-banner video (IBV), a video ad that is \u201cstuffed\u201d into a banner ad but sold as in-stream video inventory or mislabeled outstream units.<\/p>\n\n\n\n

In a joint study with Pixalate, the data platform that offers a comprehensive suite of products that bring transparency to programmatic advertising, OpenX confirmed that the 300\u00d7250 video unit accounts for over 30 percent of all video sold programmatically today. The study also found that this particular video ad unit had Invalid Traffic (IVT) rates nearly a third higher than the average of all other programmatic video ad units sold today.<\/p>\n\n\n\n

\u201cVideo is a rapidly growing part of the programmatic ecosystem, and as the medium matures, the industry needs to constantly stay ahead of format variations to ensure brands, publishers and consumers experience the highest quality video engagement,\u201d said John Murphy, head of marketplace quality, OpenX. \u201cQuality has always been a priority at OpenX, and this step confirms our conclusion that this ad unit has no place in any advertising exchange that values quality. Put simply, it is an ad unit that should be stopped in its tracks.\u201d<\/p>\n\n\n\n

IBV has proliferated due in large part to the efforts of arbitrageurs and ad network resellers that purchase static banner ad inventory from publishers and then resell the ads as \u201cvideo ad units.\u201d The unsuspecting brand is billed at the higher video CPM and a video ad, designed for a different format, is then \u201cstuffed\u201d into the static banner ad space. These ads create a bad user experience for consumers and, ultimately, negatively impact ROI for brands.<\/p>\n\n\n\n

\u201cVideo ad quality is paramount in today\u2019s programmatic marketplace,\u201d said Jalal Nasir, CEO of Pixalate. \u201cWe applaud OpenX for taking a stand, backed by data-driven analysis, to improve the overall quality of the programmatic video ecosystem. We encourage others to take similar steps in a bid to improve quality across the board.\u201d<\/p>\n\n\n\n

According to a separate OpenX performance assessment of 300\u00d7250 video ads, the company also found that this particular ad size is 80 percent less viewable compared to all other video ad sizes and they are 98 percent less likely to be completed while visible and audible.<\/p>\n\n\n\n

\u201cQuality is a choice. Whether it is choosing to work only with TAG certified companies, or limiting ad buys to ads.txt approved partners, or, as in the case of video, choosing to work with partners that will put the interests of the entire ecosystem above short-term gain, we must expect every player in digital advertising to make quality and value central pillars of their business,\u201d said Jason Fairchild, co-founder, OpenX.  <\/p>\n\n\n\n

About OpenX<\/strong><\/p>\n\n\n\n

OpenX powers highly relevant advertising at global scale, delivering quality and value to brands, publishers and consumers across every type of connected screen and ad format. The company\u2019s leading technology aggregates, curates and values consumer interest in real time on one of the world\u2019s largest and highest quality ad exchanges to ensure marketers reach exactly the audience they want. OpenX serves more than 30,000 of the world\u2019s most recognized brands, more than 1,200 websites and more than 2,000 premium mobile apps.<\/p>\n\n\n\n

http:\/\/corp-www.prod.gcp.openx.org<\/a>
@openx<\/p>\n\n\n\n

Contacts<\/strong><\/p>\n\n\n\n

OpenX Corporate Communications
Tiffany Collins, 212-933-9080 x3034
press@openx.com<\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"template":"","meta":{"_acf_changed":false},"categories":[],"tags":[22,45,24,28,14],"class_list":["post-645","press-releases","type-press-releases","status-publish","hentry","tag-ad-exchange","tag-advertisers","tag-publishers","tag-quality","tag-video"],"acf":[],"yoast_head":"\nOpenX Cracks Down on Ad Unit Abuse by Banning 300\u00d7250 Video and Other Low-Value Video Ad Units<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/press-releases\/openx-cracks-down-on-ad-unit-abuse-by-banning-300x250-video\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"OpenX Cracks Down on Ad Unit Abuse by Banning 300\u00d7250 Video and Other Low-Value Video Ad Units\" \/>\n<meta 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