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Pixalate Week in Review: April 19 - 23, 2021

Apr 23, 2021 2:30:00 PM

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

1: Adtelligent taps Pixalate to fight ad fraud in mobile apps, CTV

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Adtelligent this week announced it has begun a business relationship with Pixalate to combat ad fraud (invalid traffic, IVT). "Adtelligent has selected Pixalate to reduce risk and deliver high-quality traffic for ad campaigns across channels," including mobile in-app and Connected TV (CTV), according to the press release

2: New CTV ad fraud scheme uncovered

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"Fraudsters infected nearly one million mobile devices with software that mimicked streaming-TV apps and collected revenue from unsuspecting advertisers," reported the Wall Street Journal, noting that the scheme "expos[es] vulnerabilities in a fast-growing corner of the digital ad market."

3. US smartphone users split on whether they want to pay or be tracked

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"While 30% of US smartphone users say they would pay for subscriptions rather than allow their apps track them, a nearly equal 31% say they would allow all apps to track them if it meant avoiding any fees," reported eMarketer.

4. CTV ad rates are high - but why?

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"CTV ad rates for premium publishers are typically priced from two to six times national linear TV ad rates, and the biggest reason is scarcity," wrote Simulmedia CEO Dave Morgan in a MediaPost op-ed, noting that supply and demand patterns are helping drive this trend. "As we learned in the early days of mobile advertising, an imbalance of supply and demand is quickly filled with fraud and bots," the op-ed added, warning readers to watch out for ad fraud.

5. Apple gives April 26 deadline for iOS apps to use AppTrackingTransparency 

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In a blog post, Apple noted that "all apps must use the AppTrackingTransparency framework to request the user’s permission to track them or to access their device's advertising identifier" starting April 26, 2021.

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