In a blog post, Roku this week announced it has added support for the IAB Tech Lab's app-ads.txt initiative. Roku writes that the support "further enables publishers on the Roku platform to safeguard the legitimacy of their ad inventory." Starting April 1, 2021, Roku will require ad-supported apps to "provide the URL path to an app-ads.txt file" (which can't be blank).
4. A new lawsuit takes aim at Google's digital ad presence
NPR this week reported that 10 states have sued Google regarding its presence in digital advertising. NPR wrote: "Thelawsuit, filed in federal court in Texas, focused on Google's outsized role in the complicated chain that links advertisers to publishers selling space online. Google is the biggest player in every link of that chain, and the states allege it has abused that monopoly to boost its own business."
5. What's in store for mobile advertising in 2021?
In this podcast, eMarketer discusses what to expect for mobile advertising in 2021. eMarketer estimates that mobile ad spend in the U.S. will reach $117.4 billion next year, down from the pre-pandemic 2021 estimate of $123.6 billion — but still an expected rise of 22% compared to 2020.
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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.”