As an advertising technology or “ad tech” specialist, I know how important it is to provide transparency and accountability to customers.
The invention of ad tech is a great thing for advertisers. We now have more insight than ever into the effectiveness of ads, and can track a consumer all the way through the purchase funnel. We also have the ability to serve ads against users’ media consumption, leveraging big data and machine learning to match the best ads to the right people. Lastly, the development of sophisticated attribution schemes allows marketers to measure which ads are creating the best results with record precision.
But there’s a problem: this system only works if a human is on the other end of an ad click, and nearly 49% of online traffic is driven by bots.
This inconvenience causes heartburn for major ad platforms, like Google and Facebook, as their customers demand more transparency. Consumers want to know whether or not they reach real, engaged humans during digital advertising buys.
Recruitment marketers ask the same question, wanting to ensure their job advertising campaigns reach valid human audiences. The recruitment marketing industry, under the TAtech umbrella, came together in a working group to develop a set of standards to address these issues. The working group laid out a new Traffic Quality Declaration that focuses on two primary facets of job ad traffic:
- Human traffic: publishers will use a variety of tools and inputs to differentiate between human and non-human (e.g., bot) traffic.
- Valid traffic: publishers will employ detection practices to distinguish between illegitimate activity and valid/intentional activity.
These standards will dramatically improve advertisers’ ability to assess the quality of traffic from each of the publishers they buy from, in a fair and consistent manner. In the event of a persisting problem, the working group also developed a binding set of customer remediation steps for all signatory publishers:
- An open conversation between buyer and seller will achieve trust and transparency.
- The buyer and seller may decide to alter the terms of the agreement in order to more closely align their interests.
- In the event of measurement variance outside an agreed range, the buyer and seller may decide to define the procedures for adjustment of payment terms.
As an industry, we want users to understand what they’re buying, and give them the ability to compare apples to apples. We also want to bill consumers only for valid job seeker clicks, not bot traffic. These standards will help us achieve these goals, and we are proud to be one of the inaugural publishers supporting these standards.
To learn more and to read the ZipRecruiter Traffic Quality Declaration in full, visit TAtech.org.