Yahoo this month became the latest purveyor of online advertising to tackle an issue rocking the digital advertising world — how advertisers can best verify that people, not robots, are viewing their ads. Search leader Google (GOOGL) and research firm ComScore (SCOR), among others, say that over half of online ad dollars are wasted due to bots, other types of click fraud and ads that appear on websites out of a viewer’s sight. Yahoo (YHOO) now
Yahoo (YHOO) will start letting advertisers use outside vendors to verify that real humans rather than robots are viewing their ads, taking aim at an issue that continues to irk advertisers as more advertising goes digital. Yahoo on Wednesday announced it’s partnering with several third-party measurement firms that provide “independent viewability and fraud measurement.” Dennis Buchheim, Yahoo vice president of product management, said in a
Advertisers are boosting their local mobile ad spending as more consumers scour the Web for information using their smartphone or mobile device, says research firm eMarketer. That’s underscored by gains in U.S. mobile Internet search ad revenue attained by the Big Four in that sector — Web portals Google (GOOGL) and Yahoo (YHOO), along with YP, the private held company formerly known as Yellow Pages, and Yelp (YELP). In 2015, U.S. search ad