Chester Scott
speaker
356 appearances
4 recordings
1 series
first heard Aug 2026
last heard 16 Aug
Chester Scott’s voice in public audio — every appearance, attributed to the second.
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recordings per month · last 12 monthsRecordings per month over the last 12 months — 4 in all, peaking in Aug 2026 with 4.
Appearances
You're not passing back uh passing over the control ultimately to the platforms uh you know that are incentivized um to drive um high quality results for themselves.
And so I think first and foremost, it's about making sure that as an advertiser, you are taking as much control as you possibly can, that your validation.
Validating everything that you possibly can.
And ultimately, that should drive improvements in performance and long-term marketing effects as opposed to potentially driving short-term marketing effects or efficiencies, I probably should say, and forgetting about actually the overall effectiveness of what you're buying, how everything kind of integrates together.
So I think it's more around, you know, verification, due diligence, and just taking as as much control.
control as you possibly can to make sure
that that you've got your own interests at heart.
I don't think we can rely on uh, you know, other parties to to uh to do that for
Yeah, sure.
I mean, like if you look at the kind of channel mix and the traffic quality that you get from each respective channel.
Um, you know, there there are varying levels of of fraud for sure, right?
You see higher levels in fraud potentially within social platforms, within black box or AI native platforms, such as the Performance Max, Advantage Plus remains to be seen because it's still relatively new.
Um, Advantage Plus, and so forth.
Um, you tend to see higher levels in more traditional solutions such as Google search, as in Text app.
Ads, yes, we do tend to see lower volumes of invalid traffic, but it doesn't need to say that it's completely squeaky clean.
And I think that where we potentially come unstuck is looking at a relatively small percentage and not thinking that actually trying to improve that relatively small percentage can't have big impacts in absolute terms.
And that's because of the volume of investment that's going through those channels.
And I think there's also a reality that, you know, fraud within the former of what I just suggested, the social platform search, shopping, uh, sorry, uh, PMAX, shopping, etc., is quite obvious um as to why there might be fraud, where there might be.
It's quite easy to understand.
Whereas when you think about
Showing 61–80 of 356 · page 4 of 18
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