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Brian Stoller

Fraud Lurks Below Your Floor

By | Ad Fraud | One Comment

Nearly 100% of Programmatic Media Below Floor Pricing is Fraudulent

Few media planners think about floor pricing when establishing their programmatic media buys.  And why should they?  Historically floor pricing has been a consideration only of the publishers who use a floor price to establish the minimum bid they would accept from demand side partners. We believe there might be a need to revisit floor pricing from the Advertisers perspective.

Recent observations captured from the Advangelists’ AdCop™ beta program exposed a concerning trend of near 100% fraud in instances of bids placed below publisher’s floor price.

Similar to a reserve bid price on eBay or other auction environments, all advertiser bids below the floor are rejected and the impression should remain unsold.  It was curious that we were even able to acquire impressions below the floor price which lead us to investigate the nature of these impressions.  We immediately observed a near 100% fraud rate, of spoofed publishers.

Two elements at play:

  1. Publishers don’t typically diverge their reserve bid floor prices for fear of driving costs down and commoditizing their available impressions.
  2. Media planners will inevitably seek to get the lowest price possible, programming Demand Side technologies with no understanding of fraud and no knowledge of the floor prices to continue bidding on basement inventory as their algorithms are trained to acquire lowest cost possible ad impressions.

Damaging Publisher Reputations

In many instances, a media planner becomes accepting of some level of fraud if it means demonstrating lower cost media buys for their clients.  But this can have a damaging effect on publisher reputations.

The planner’s crusade to save money for their brands is directly at odds with publishers who are fighting to keep their reputations intact. Many low bidding advertisers with third party fraud detection software will rush to blacklist premium publishers and supply partners based on the detection of even moderate levels of fraud. This leaves the supply side fighting to protect their reputation while simultaneously maintaining a hidden floor price to capture the highest yield for their ad inventory.”

We believe that if a media planner better understood the floor pricing demands of publishers, the industry could eliminate a significant amount of fraud from the open exchanges, without the need for blockchains, p-chains, or expensive third party solutions. DSP’s and SSP’s should work together to share bid guidance; informing each other of floor pricing to eliminate a large swatch of fraud that is prevalent in the system.

The Democratization Of Media Buying: Platform Economy Helps Challengers Get An Edge

By | Editorial | No Comments

We share our friend Paul Dolan’s sentiment in the article he wrote below. For the David’s to slay Goliath, a large challenge in media buying remains surrounding the maintenance and management of an AdTech stack can be a daunting task for the smaller marketers of this world. Trying to maintain multiple media vendors, ad fraud companies, view-ability companies, creative tools, ad servers, and data providers. We can only imagine the overwhelming anxiety a smaller/regional marketer might have trying to get a grasp of this space. There remains a need for full-featured platforms outside of Google and Facebook that enable the little marketer to challenge Goliath. …We believe Advangelists is the ad tech operating system that could meet the needs of the little guys.

The Democratization Of Media Buying: Platform Economy Helps Challengers Get An Edge

Advangelists Expands Media Supply and Provides Innovative New Media Opportunities for Programmatic Advertisers

By | Advertisers, Corporate News | No Comments

NEW YORK, March 19, 2019 (PR NEWSWIRE) — Mobiquity Technologies, Inc. (OTCQB: MOBQ), a company providing mobile first, next generation programmatic advertising capabilities is announcing the addition of three new premium advertising supply partners to the Advangelists platform across display, video, and unique AR/VR technologies.

New supply partners include Admix, Rubicon Project and Column6. Admix develops unique AR (augmented reality) and VR (virtual reality) advertising opportunities. Rubicon Project is a leading global ad supplier with over 50% of US ComScore 100 publishers. Column6 provides direct access to premium video opportunities in the US and Latin America. Together these three supply partners significantly expand the reach of advertiser campaigns and provide highly unique new media opportunities for advertisers seeking to distance their brands from the competition.

“While CTV and video are the fastest growing and most requested element of the Advangelists platform, we are really excited to be providing new media opportunities of augmented and virtual reality for advertisers,” said Dean Julia, CEO of Mobiquity Technologies. “As our roster of advertisers and agencies continues to grow, it is important for us to provide both the scale and reach of premium publishers, simultaneously offering opportunities for marketers to test and learn from innovative new formats of advertising.  We believe these new partners meet the diverse demands of our advertisers.”

ABOUT MOBIQUITY TECHNOLOGIES (WWW.MOBIQUITYTECHNOLOGIES.COM)

Mobiquity Technologies, Inc. (OTCQB: MOBQ), is a mobile first, next generation, platform-as-a-Service (PaaS) company for data and advertising. The company maintains the largest location database available to advertisers and marketers through their data services division. Through Mobiquity Technologies’ Advangelists subsidiary (www.advangelists.com), the company also provides a full featured Ad Tech Operating System (ATOS™) for programmatic advertising technologies and precise mobile data insights on consumer behavior.

SAFE HARBOR STATEMENT UNDER THE PRIVATE SECURITIES LITIGATION REFORM ACT OF 1995.
Certain statements in this press release constitute “forward‐looking statements” within the meaning of the Private Securities Litigation Reform Act of 1995. Such forward‐looking statements involve known and unknown risks, uncertainties and other factors which may cause the actual results, performance or achievements of the company to be materially different from any future results, performances or achievements express or implied by such forward‐looking statements. The forward‐looking statements are subject to risks and uncertainties including, without limitation, changes of competition, possible loss of customers, and the company’s ability to attract and retain key personnel.

For more information email: press@mobiquitytechnologies.com

Mobiquity Technologies and Advangelists Release AdCop™ to Fight Ad Fraud

By | Ad Fraud | No Comments

MOBIQUITY TECHNOLOGIES’ ADVANGELISTS™ PLATFORM PROVIDES FREE BETA PROGRAM SEEKING TO FIGHT THE $19 BILLION DOLLAR INDUSTRY FRAUD PROBLEM

NEW YORK, January 24, 2019 (PR NEWSWIRE) — Mobiquity Technologies, Inc. (OTCQB: MOBQ), announces AdCop™, the advertising industry’s first transparent ad fraud reporting system to be made available free to brands and marketers as a beta testing program independent from Advangelists™.

Originally designed as a proprietary Advangelists platform feature, AdCop™ monitors for programmatic fraud post bid impression.  If AdCop™ suspects fraud, the Advangelists platform renders a blank page instead of an advertiser’s advertisement as a brand safety measure.  In addition, the platform’s comprehensive reporting provides advertisers and publishers full transparency and details around the fraud detected.

Historically, advertisers seeking to protect themselves would need to blacklist app publishers and web sites with even minor levels of fraud.  Removing these apps and web sites would inevitably hinder the size and scale of the advertiser’s audiences.  With AdCop™, a brand can continue to achieve campaign scale, but is inherently protected from having their ad display on a fraudulent site, or adjacent to unknown or unwanted content.

Premium publishers also benefit from AdCop™, knowing that fraud networks can not harm their reputation with brands seeking to protect themselves, or hinder their ability to capture ad revenue as brands build black lists.

“Fraud hurts everyone in the industry. We believe programmatic media should be fully transparent, from cost transparency through to fully understanding the nature of fraudulent activity within your advertising partners,” said Deep Katyal, CEO of Advangelists. “Other platforms will report on fraud at a group level, but AdCop™ goes further, reporting impression by impression the app, placement, and inventory source responsible for fraud. More importantly it enables brands to actively protect themselves.”

“The industry did a good job of cleaning up desktop programmatic fraud last year, but as mobile ad spend is growing at 20% in 2019, the fraudsters are staying ahead of the game by moving to mobile environments that are far more complicated to police,” said Brian Stoller, CMO of Mobiquity Technologies, and former media buyer. “We’ve observed some sectors of fraud growing at rates above 50%.”

“We believe so strongly in our product, that today, I’m excited to announce our free AdCop™ beta program,” continued Mr. Katyal. “Participating beta partners can monitor their ad campaign impression level fraud for free; they do not need to be a Client of Advangelists or purchase media through our platform.”

The Beta program is available without cost to every advertiser.  Beta monitoring participants will be able to access a dashboard to monitor fraud at an impression level.  Brands interested in participating can visit https://adcop.advangelists.com to register.

ABOUT MOBIQUITY TECHNOLOGIES (WWW.MOBIQUITYTECHNOLOGIES.COM)

Mobiquity Technologies, Inc. (OTCQB: MOBQ), is a mobile first, next generation, software-as-a-Service (SaaS) company for data and advertising. Through the Advangelists platform (www.advangelists.com), the company provides programmatic advertising technologies and precise mobile data insights on consumer behavior. We believe that advertising should be an amalgamation of great features, great usability and should have all the tools you need in one single platform.

SAFE HARBOR STATEMENT UNDER THE PRIVATE SECURITIES LITIGATION REFORM ACT OF 1995.
Certain statements in this press release constitute “forward‐looking statements” within the meaning of the Private Securities Litigation Reform Act of 1995. Such forward‐looking statements involve known and unknown risks, uncertainties and other factors which may cause the actual results, performance or achievements of the company to be materially different from any future results, performances or achievements express or implied by such forward‐looking statements. The forward‐looking statements are subject to risks and uncertainties including, without limitation, changes of competition, possible loss of customers, and the company’s ability to attract and retain key personnel.

For more information email: press@mobiquitytechnologies.com

Mobiquity Technologies and Advangelists Close Merger, Immediately Launch Audience Analysis Product for Programmatic Marketers

By | Uncategorized | No Comments
Merger of two companies rapidly generates a first-of-its-kind real-time audience analysis and ad targeting product

NEW YORK, Dec. 11, 2018 (GLOBE NEWSWIRE) — Mobiquity Technologies, Inc. (OTCQB: MOBQ), completed the merger with Advangelists. Within 24 hours of signing, the two companies demonstrated their prowess by releasing a first-of-its-kind location media inventory analyzer and targeting product for programmatic media markets.

The new product feature set is code-named “Savitr,” the Sanskrit word describing the sun at first light, just prior to rising above the horizon. Savitr can also be a reference to speed and motion. The team chose this name to represent the dawning partnership between the merged companies, as well as the speed in which the teams were able to create a new joint product.

“Project Savitr highlights the industry-changing potential merging two companies of this nature can yield,” said Dean Julia, CEO of Mobiquity. “We didn’t expect to launch a product so rapidly. Instead, it happened organically as our complimentary technologies and agile working principles created a unique opportunity. I firmly believe that our merged companies are uniquely positioned to lead innovation in this space.”

Using the Mobiquity Places POI data that was released just last week, the Advangelists tech team built the new feature to analyze available audiences in real time and allow marketers to make strategic decisions about targeting opportunities based on industry, sector and brand.  The new product feature is available exclusively through the Advangelists platform. Savitr allows marketers to not only analyze the potential number of mobile application and web users within 5.5 Million predefined locations including 4000 retail chains, but to subsequently target them with contextually relevant advertising. Upon completion of the campaign, advertisers can also review detailed performance measure by physical location.

“Advertisers can now immediately understand the size and reach of a media opportunity targeting their in-store customers, or evaluate a competitive media conquesting opportunity,” said Lokesh Mehta, CTO Advangelists. “And with the measurement tool, we give them immediate insight into how those campaigns perform.”

Advangelists CEO Deep Katyal added, “Watching the two CTO’s build Savitr together was an inspiring experience.  Our combined product roadmap seeks to establish leadership in every programmatic category.”

For more information visit www.advangelists.com.

About Mobiquity Technologies (www.mobiquitytechnologies.com)

Mobiquity Technologies, Inc. (OTCQB: MOBQ), is a mobile first, next generation, Software-as-a-Service (SaaS) platform for data and advertising. Through the Advangelists platform, the company provides programmatic advertising technologies and precise mobile data insights on consumer behavior. We believe that advertising should be an amalgamation of great features, great usability and should have all the tools you need in one single platform.

SAFE HARBOR STATEMENT UNDER THE PRIVATE SECURITIES LITIGATION REFORM ACT OF1995.

Certain statements in this press release constitute “forward‐looking statements” within the meaning of the Private Securities Litigation Reform Act of 1995. Such forward‐ looking statements involve known and unknown risks, uncertainties and other factors which may cause the actual results, performance or achievements of the company to be materially different from any future results, performances or achievements express or implied by such forward‐looking statements. The forward‐looking statements are subject to risks and uncertainties including, without limitation, changes of competition, possible loss of customers, and the company’s ability to attract and retain key personnel.

For more information email: press@mobiquitytechnologies.com

Mobiquity Technologies Appoints Brian Stoller, Ad Tech and Mobile Marketing Pioneer, as CMO

By | Corporate News | No Comments

FORMER IBM EXECUTIVE AND GROUPM DIGITAL STRATEGIST JOINS RAPIDLY EXPANDING PROGRAMMATIC MEDIA AND MOBILE LOCATION COMPANY

©2019 brianstoller.com
Brian Stoller CMO

NEW YORK, Nov. 29, 2018 (GLOBE NEWSWIRE) — Mobiquity Technologies (OTCQB: MOBQ), a leader in advertising technology and mobile location data intelligence, announced Brian Stoller has joined their Executive Leadership Team as CMO.

“Over the past few months, Mobiquity Technologies has been advancing our position in the advertising and mobile location data market via a strategic corporate merger with Advangelists, data partnerships, and now by hiring new talent,” said Dean Julia, CEO. “Brian’s addition to our leadership team brings diverse experience and a skill set that is needed to continue our rapid growth.”

Brian spent nearly two decades at WPP/GroupM’s Mindshare and Ogilvy as head of digital strategy for global clients, working in both North America and Asia Pacific. As a pioneer of mobile marketing, Brian was a founder of Third Screen Media, an early mobile ad network that was acquired by AOL in 2007.

He is uniquely experienced in building brands and deploying programmatic media services. Prior to joining Mobiquity, Brian was executive director of performance media at IBM, where he brought traditional agency-led capabilities in-house, improving performance and increasing media efficiencies.

“I spent years constructing and plumbing an end-to-end programmatic technology stack of various providers, integrating via API’s, and building a team of experts to manage and execute data driven performance campaigns,” said Stoller. “But Mobiquity and Advangelists automate the process and offer a full tech stack. It’s the single, seamless platform that took me years to construct – and it’s turn-key.”

“I’m excited to market Mobiquity’s offering, an entire programmatic ecosystem with the ability to develop strategic audiences, bid, buy and report on campaign performance, as well as monitor for fraud, capture viewable impressions, and provide full transparency into every dollar spent efficiently at scale with full transparency,” Stoller continued. “The operational and cost efficiency value that it offers our clients is unmatched in the marketplace.”

About Mobiquity Technologies (www.mobiquitynetworks.com)

Mobiquity Technologies, Inc. (OTCQB: MOBQ), is a mobile first, next generation, Software-as-a-Service (SaaS) platform for data and advertising. The Company provides precise mobile location data and insights on consumer’s real-world behavior on a single platform that’s easy to use and includes all the necessary features and tools required to run a successful mobile ad campaign. Our goal is to help advertisers deliver the right message to the right person at the right time more efficiently and effectively than ever before.

About Advangelists (www.advangelists.com)

Advangelists is a team of veterans from the tech ecosystem, uniting experiences in ad tech, programmatic solutions, automation, NLP, machine learning, motion-based technology, rich media and mobile video technologies. Advangelists believes that advertising should be an amalgamation of great features, great usability and have all the tools needed in one single platform. The Advangelists’ Advantage is that all of its tech is proprietary, built in house and is highly cost effective.

SAFE HARBOR STATEMENT UNDER THE PRIVATE SECURITIES LITIGATION REFORM ACT OF 1995.
Certain statements in this press release constitute “forward‐looking statements” within the meaning of the Private Securities Litigation Reform Act of 1995. Such forward‐ looking statements involve known and unknown risks, uncertainties and other factors which may cause the actual results, performance or achievements of the company to be materially different from any future results, performances or achievements express or implied by such forward‐looking statements. The forward‐looking statements are subject to risks and uncertainties including, without limitation, changes of competition, possible loss of customers, and the company’s ability to attract and retain key personnel.

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Locations
  • New York: 61 Broadway, Suite 1105, New York, NY 10005 USA
  • Additional Offices:
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  • Seattle, WA
  • Toronto, Canada
Advangelists is a Mobiquity Technologies Company