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
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
"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
"While30%of US smartphone users say they would pay for subscriptions rather than allow their apps track them, a nearly equal31%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?
"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
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.
Disclaimer: The content of this blog reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any proprietary data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that - opinion, not facts or guarantees.
Per the MRC,
“'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other
legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC,
“‘Invalid Traffic’ is defined generally as traffic
that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts.
Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.”