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Facebook drops ad tech project because of bots and bad quality ads

Facebook has confirmed it has pulled its plans to build a demand-side platform (DSP) into its ad server and measurement platform Atlas, reported Business Insider.

Facebook has confirmed it has pulled its plans to build a demand-side platform (DSP) into its ad server and measurement platform Atlas, reported Business Insider.

Facebook started beta testing the buying platform within Atlas last year, letting a small set of marketers to use the social network’s “people-based” targeting capabilities to bid on advertising on other sites and apps, programmatically – or in other words, in real-time, using automated software.

In a blog post published on Monday, the social networking company said the buying platform test didn’t deliver enough value for advertisers because the quality of ads on the open web that it was buying through advertising exchanges was too low – often delivering ads to bots not humans. “Ad fraud,” as it is known in the industry is expected to cost marketers $7.2 billion in wasted ad spend this year in the US alone, according to a study from the Association of National Advertisers and ad fraud detection service White Ops.

Facebook’s test found that only native ads – those designed to look congruous with the other content on the website or app they are sitting in – and video ads were delivering good results. Native and video are its longer-term bets and in the meantime, Atlas will be redoubling its efforts around ad measurement, .

Facebook said in the post that they also looked at the ads that ran through its LiveRail ad tech platform, which helps publishers with monetization through video ads. However, it discovered the same quality issue and removed more than 75% of the inventory coming into its exchange. It switched off the publishers that were delivering ads that weren’t actually viewable, or those on sites that marketers would never want to be advertising on. In January, Facebook confirmed it would no longer be accepting new customers into LiveRail’s ad serving business.

 

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