This week's review of ad fraud and quality in the digital advertising space.
1. Video is leading offender of mobile in-app ad fraud
Video advertising is primed to power significant growth for U.S. programmatic ad spend, wrote eMarketer in its latest ad spending forecast — and mobile is the driving force. However, ad fraud hits mobile in-app video the hardest. Pixalate's blog post shows how mobile app video ad fraud rates are consistently above 20%.
2. What are 'tracked ads'?
Digital advertising measurement has transitioned to a ‘Begin to Render’ basis, meaning an ad’s content must begin to render in order to be considered an impression. However, sometimes, an ad is served before the ad content renders. From a measurement perspective, such impressions are in a state of limbo.
New measurement guidelines call these "Tracked Ads" — and it's something you'll need to know about. Learn more.
3. Marketers sue Facebook, claim ad fraud occurred
"A group of small advertisers is suing Facebook and claims the social network knew about measurement miscalculations for a year before they were reported," reported Business Insider. "The group ... added a complaint Tuesday claiming that internal records suggest 'Facebook's action rises to the level of fraud,'" noted Business Insider. Facebook has filed a motion to dismiss the claims of fraud, per the article.
4. Here's what brands want from mobile in-app
This Q&A between eMarketer and John Egan, MoPub's head of demand, EMEA, details what brands are looking for in the world of programmatic advertising in mobile apps. "There are many vendors who still aren’t integrated into the in-app environment," said Egan. "Many of them are also still trying to figure out the nuances of the in-app space and the different operating systems. There are still a lot of obstacles for brand marketers looking to meet that checklist of requirements."
5. FreeWheel launches OTT-focused ad exchange
Per AdExchanger, FreeWheel this week released an updated ad exchange. "The new exchange is designed to let marketers more easily buy over-the-top (OTT), set-top box video on demand and digital video inventory from any of FreeWheel’s opted-in publishers," reported AdExchanger.
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