DMD Intelligence

For Better Digital Ad ROI In Pharma, Require Accountable Media

Wei Han Frank Lin, Chief Technology Officer

This is the final article in our “Pharma and Digital Ad Fraud” series, which has considered a range of issues related to non-human website traffic, including bot creation, bot detection, and fraud prevention.

These days it’s hard not to be alarmed about digital ad fraud. Bots make up more than 50 percent of all web traffic. Digital ad fraud is predicted to cost $19 billion in 2018. Huge bot networks are readily available for rent, and bots convincingly masquerade as human.

Fortunately, advertisers, marketers, and technology companies are joining forces to improve the accountability of digital media. Here’s a quick look at what accountable media means for pharma marketers.  

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Topics: Pharma Marketing, Accountable media

All Your Pharma Ad Analytics Are Wrong (Thanks, Bots)

Wei Han Frank Lin, Chief Technology Officer

Our “Pharma and Digital Ad Fraud” blog series examines essential issues related to digital pharma marketing. Previous blogs have discussed good and bad bots, blacklisting and whitelisting, bot generation techniques, and most recently, two simple ways to reduce the risk of ad fraud.

This week we’ll look at the relationship between bots, web analytics, and marketing planning.

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Topics: Pharma Marketing, AIM, Accountable media

3 Automated Threats To Pharma Websites (And How To Beat Them)

Wei Han Frank Lin, Chief Technology Officer

To date, our “Pharma and Digital Ad Fraud” blog series has focused primarily on how bots operate in the digital advertising space. In this fourth installment, we’ll consider how bots impact pharma brand websites.

We all know the web is overrun with bots that siphon off millions in ad revenue every single day. Most of us are actively looking for better ways to limit the damage, including getting smarter about how we buy digital media.

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Topics: Pharma Marketing, Accountable media

Blacklisting vs. Whitelisting In Pharma Marketing

Wei Han Frank Lin, Chief Technology Officer

This is the second blog in our "Pharma and Digital Ad Fraud" series. Previously, we explored the differences between good and bad bots. This blog will consider several ways pharma marketers can ensure more of the visitors to medical website are actual humans.

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Topics: Pharma Marketing, Accountable media

Good vs. Bad Bots: Who’s Really Visiting Medical Websites?

Wei Han Frank Lin, Chief Technology Officer

This is the first blog in our "Pharma and Digital Ad Fraud" series. In the coming weeks, we’ll take a close look at the threat bots present and what pharma marketers can do to reduce the risk of ad fraud.

Jupiter Research predicts that in 2018 advertisers will lose $51 million dollars per day to digital ad fraud. Growing advertising budgets and high CPM make pharma a particularly attractive target for cybercriminals. Fortunately, there are ways to protect your marketing budget from fraudulent activity.

Developing a thorough understanding of bots is the first step. We’ll kick off our new bot series by exploring the differences between good bots and bad bots.

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Topics: Pharma Marketing, Accountable media

Bots And Pharma Marketing: Brief Answers To Big Questions

Wei Han Frank Lin, Chief Technology Officer

As we look toward 2018, one thing is certain: Digital ad fraud is here to stay. Beating it will require a thorough understanding of bots, bot detection technologies, and digital audience identification.

These are complex topics, and early next year we’ll begin a blog series that takes an in-depth look at many of them. In the meantime, we want to answer some of the basic questions that will continue to inform pharma marketing’s response to digital ad fraud.

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Topics: Pharma Marketing, Accountable media

6 Essential Ad Fraud Resources For Pharma Marketers

Wei Han Frank Lin, Chief Technology Officer

Pharma has a target on its back when it comes to digital ad fraud. A combination of increasing advertising budgets and high CPM relative to other industries makes pharma irresistible to cybercriminals. The million-dollar question is what to do about it.

In the last few weeks, a number of ad fraud experts have weighed in through articles, podcasts, and slideshares. Here are the highlights:

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Topics: Pharma Marketing, Accountable media

Finally, Medical Website Data Pharma Marketers Can Trust

Dale Benner, Senior Director, Product Management

Despite the increasing importance of audience data and analytics in marketing planning, few advertising executives trust the available data. A recent survey of advertiser and agency decision makers conducted by Advertiser Perceptions shows only 33 percent of ad execs consider their audience insights "completely trustworthy." Only 29 percent completely trust their audience analytics.

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Topics: Pharma Marketing, Audience Identity Management, Accountable media

The Truth Is Out There: Digital Ad Fraud And Bot Detection

Susan Becker, Senior Director, Product Management: Partner Development

Recently, I had the opportunity to attend the monthly Association of Medical Media (AMM) meeting in New York. Like most media professionals, AMM members are very concerned about digital ad fraud.

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Topics: Pharma Marketing, AIM, Accountable media

The True Cost of Bots: A Live Demonstration at Digital Pharma East

Wei Han Frank Lin, Chief Technology Officer

These days, pharma marketers have bots on the brain. And not the cute ones we’ll be handing out next week at DPE. The invisible ones that crawl medical websites in droves, eating up your digital advertising budget without converting HCPs to prescribers.

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Topics: Pharma Marketing, Accountable media

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About the Blog

DMD President Roger Korman and his management team publish weekly articles on digital communication and technology in healthcare.

Articles are published that cover website visitor identity, the value of authenticated healthcare professional databases for use in multichannel marketing to physicians and healthcare professionals. DMD clients in pharma, hospital and health systems, agencies, and physician marketing companies rely on DMD's email and AIMSM technologies to improve communication with healthcare professionals across marketing channels.