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Pixalate Week in Review: May 1-5, 2017

This week's review of ad fraud in the digital advertising space.

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1. P&G switches up programmatic partners after calls for better quality

According to Advertising Age, P&G — the world's largest advertiser — is breaking ties with its former DSP/DMP partner, AudienceScience, and will begin working with The Trade Desk as its DSP and Neustar as its DMP. The move comes on the heels of P&G's Marc Pritchard, Chief Brand Officer, making pleas with the digital industry to clean up its supply chain.

2. AppNexus leads ad-tech consortium to rival Google and Facebook

Adweek this week reported that a consortium of ad-tech companies, including AppNexus, MediaMath, and LiveRamp, "have founded a new consortium tasked with creating standards for programmatic advertising in hopes of taking on Facebook and Google’s walled gardens." The consotrium also hopes to improve quality for advertisers in programmatic by increasing the data used for data-driven targeting.

3. Princeton and Stanford researchers develop ad-blocking tech

Fast Company says Princeton and Stanford researchers have developed technology that identifies web ads and deters anti- ad-blocking strategies. Fast Company says the new tech "might force publishers to rethink ad approaches entirely" while "finding a way to attract users into viewing well-behaved marketing."

4. Hundreds of apps using ultrasonic sounds to track consumers

According to a report from ZDNet.com, over 200 Android apps include the ability to listen for ultrasonic sounds without the user's knowledge. "Apps with access to your phone's microphone can pick up these tones and build up a profile about what you've seen, where, and in some cases even the websites you've visited," wrote ZDNet.com. Marketers concerned about brand safety should take note.

5. Pixalate releases March 2017 programmatic Seller Trust Indexes

Pixalate this week released its March 2017 Seller Trust Indexes, which rank the quality of programmatic sellers. MediaPost covered the release of the rankings, writing, "Besides Google's, there were other big shifts from January to March for companies ranked on Pixalate's Mobile Seller Trust Index (MSTI), which measures reach, invalid traffic, location and transparency of mobile in-app inventory. PubMatic rose from 22 to 14 and Native Ads topped out at 5 on the list, up from 11 in January." Download the full whitepaper here.

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