Kubient Reveals Ad Execs Are Seeking More Insights for their Ad Spend

Rhea-AI Summary

Kubient (NasdaqCM: KBNT) recently conducted a survey revealing significant concerns regarding advertising fraud in the industry. Key findings include:

• 56% of advertising professionals believe more needs to be done to combat fraud.
• 33% are looking for better solutions and insights into budget losses due to fraud.
• 50% would allocate 5% more of their budget to prevent fraud.
• 1 in 3 feel current discussions on fraud aren't leading to actionable solutions.

The survey reflects the urgent need for constructive dialogue and innovative tools to combat ad fraud.

Positive

• 56% of respondents recognize the need for improved measures against ad fraud, indicating a market awareness that could benefit Kubient's services.
• 50% of participants are willing to increase their budget allocation to avoid ad fraud, suggesting a potential for revenue growth in fraud prevention solutions.

Negative

• A significant lack of confidence in existing anti-fraud tools among advertising professionals could hinder market growth.
• 1 in 3 respondents reported that discussions about ad fraud do not lead to actionable strategies, revealing industry stagnation.

NEW YORK, Jan. 21, 2021 /PRNewswire/ -- Kubient (NasdaqCM: KBNT, KBNTW) ("Kubient" or the "Company"), the cloud advertising marketplace that enables advertisers and publishers to reach, monetize and connect their audiences efficiently and effectively, conducted a survey of advertising professionals that sought to take a snapshot of the industry's perspective on the multi-billion dollar problem of advertising fraud, how they allocate budget based on risk, the channels that have the best ROI, as well as the overall lack of confidence in the industry's ability to effectively combat fraud.

Kubient identified:

• Over half (56%) of respondents believe the industry has not done enough to stop ad fraud
• 1 in 3 respondents are looking for new ad fraud solutions that will give them useful insights and detailed reports on the amount of their budget lost to ad fraud as well as who is selling the traffic
• Half of respondents would be willing to spend 5% more of their current budget to avoid ad fraud; 1 in 10 would spend more than that
• 1 in 3 say discussions about ad fraud don't lead to substantial action or affect media buying strategy

"It's particularly interesting to us as a company actively battling ad fraud  and market inefficiency to see that many of our prospective customers have a lack of faith in the tools that are available," said Kubient founder and interim CEO, Paul Roberts. "It's clear that there is a lack of actionable dialogue happening, that not only highlights the problem but gives tangible solutions. Our work is to continue to showcase how important it is to integrate tools and technology that completely prevent, not only identify bad actors."

Other insights include:

• Connected TV: Although CTV still lacks granular audience insights and poor ad fraud prevention 21.7% of respondents consider the medium valuable compared to linear, display ads, social and print
• Video platforms: Despite reports of brand safety issues on the platform 31.6% of respondents said they believe a video advertising placement targeting your selected demographic has the most ROI
• GDPR Pros: Nearly half of respondents claim GDPR has forced them to be more cautious and conduct more in-depth research
• Post-cookie future: Nearly 1 in 3 respondents stated a lack of cookies is a concern

"Brands are willing to take risks in areas that have a lot of eyeballs even though it may leave them with little insight, low returns or vulnerable to fraud," said Chris Francia, Chief Product Officer at Kubient. "We are going beyond the industry standard to bring more transparency to these platforms so our clients can trust their message will meet the right audiences."

The survey was conducted via Pollfish and consisted of one thousand (52% female, 48% male) media buyers, vendors and brands.

To learn more about Kubient and how the survey was conducted visit www.kubient.com.

About Kubient
Kubient is a technology company with a mission to transform the digital advertising industry to audience-based marketing. Kubient's next generation cloud-based infrastructure enables efficient marketplace liquidity for buyers and sellers of digital advertising. The Kubient Audience Cloud is a flexible open marketplace for advertisers and publishers to reach, monetize and connect their audiences. The Company's platform provides a transparent programmatic environment with proprietary artificial intelligence-powered pre-bid ad fraud prevention, and proprietary real-time bidding (RTB) marketplace automation for the digital out of home industry. The Audience Cloud is the solution for brands and publishers that demand transparency and the ability to reach audiences across all channels and ad formats. For additional information, please visit https://kubient.com.

Kubient Public Relations
Clarity PR
Molly Gagnon
T: 1-401-207-9370
molly@clarity.pr

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SOURCE Kubient

FAQ

What are the key findings from Kubient's recent survey on ad fraud?

The survey revealed that 56% of advertising professionals feel the industry hasn't done enough to combat ad fraud, and 50% are willing to increase their budget to avoid it.

How many industry professionals participated in Kubient's survey?

The survey consisted of 1,000 media buyers, vendors, and brands.

What percentage of respondents are looking for new ad fraud solutions?

One in three respondents expressed interest in seeking new ad fraud solutions.

What implications does the survey have for Kubient's business?

The findings highlight a market need for enhanced fraud prevention tools, positioning Kubient to potentially capture increased budget allocations from advertisers.

What industries expressed concerns regarding ad fraud in the survey?

The concerns were widespread among various advertising professionals, particularly in digital advertising.