This week's review of ad fraud and quality in the digital advertising space.
1: Streaming goes mainstream, now accounts for 25% of US TV usage
"As of this year’s second quarter, streaming now accounts for a quarter of all television minutes viewed, according to Nielsen’s latest Total Audience Report," reported MediaPost. "That’s a significant leap from streaming’s 19% share of TV minutes in last year’s fourth quarter."
2. What is 'redirect tracking'?
In this piece, Digiday takes a deep dive into redirect tracking. "Redirect tracking appears to be a lower-profile method of tracking people online," Digiday wrote. "However, as the online advertising industry races to find an identifier to replace the third-party cookie, redirect tracking could serve as an interimsubstitute, if not a permanent successor."
3. How Apple is shaking things up in the ad industry
In this piece, AdExchanger looks at three ways Apple has recently flexed its strength in the ad world. Included are Apple News redirects, IDFA restrictions, and Apple's ad network.
4. Ad tech industry 'takes aim' at middlemen
"Programmatic’s 'unknown delta'—the recent finding that 15% of ad spend seems to vanish into the ether—has sparked efforts to shine a light on ad tech’s opaque supply chain," wrote Adweek. "That is translating into added scrutiny of redundant middlemen and fraudsters alike."
5. AdExchanger: Joshua Lowcock, IPG Global Brand Safety Officer, on brand safety
"Brand safety is always top of mind for advertisers. But it’s become more important than ever as issues from coronavirus misinformation to the ongoing Facebook ad boycott dominate industry headlines," wrote AdExchanger. In this podcast, AdExchanger interviews Joshua Lowcock, chief digital officer at UM and global brand safety officer at IPG Mediabrands, on brand safety in today's environment.
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.”