This week's review of ad fraud and quality in the digital advertising space.
1. Android 'Tools' category is rife with video ad fraud
There are dozens of app categories across iOS and Android devices, but one particular category has been costing advertisers: Android’s ‘Tools’ category.
The ‘Tools’ category features apps with a variety of functions, including VPNs, flashlights, anti-virus apps, file managers, and more — but it's also consistently one of the app categories with the highest ad fraud rates. Learn more.
2. Ads.txt for mobile in-app has become imperative
"As we know, fraud generally tends to hide and thrive in those corners of the industry that are left dark and untended," wrote The Trade Desk in a recent blog post explaining the importance of ads.txt for mobile in-app. "And when our industry came together last year to shine light on and stop fraudulent inventory across the web, one key corner of the digital advertising ecosystem was left behind – mobile in-app."
3. Is OTT on the brink of a breakthrough?
"The hype around advanced TV—a disparate series of technologies ranging from automated TV ad buying to TV ad targeting to internet-connected TVs—is strong," wrote eMarketer. eMarketer spoke with OTT leaders to get their thoughts on the future of OTT advertising, including Simulmedia, Roku, SpotX, OpenX, and more.
4. ANA Masters conference shows that marketers are taking control
"After years of banging the drum about gaining more control, transparency and efficiencies from service providers, marketers are doing it themselves," wrote AdExchanger, recapping the recent ANA Masters of Marketing conference. "Seventy-eight percent of marketers surveyed by the ANA for a study released this month have an in-house agency, up from 42% in 2008. Sixty-five percent of those respondents said the in-house agencies’ workload has increased significantly over the past year."
5. Mobile in-app video ad spend up 38%, now accounts for 86% of all programmatic mobile video spend
Per MediaPost, citing research from Chocolate, "[i]n-app video ad spend rose 38% [in Q2 2018 compared to Q1] and now accounts for 86% of total programmatic mobile video ad spend."
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