This week's review of ad fraud and quality in the digital advertising space.
1: US digital ad spend to account for 51% all ad dollars: report
"This year, digital will make up more than half (51%) of total US ad spending for the first time, according to new GroupM estimates," reported eMarketer. "GroupM said that digital advertising has been a 'bright spot' for advertisers in a difficult year," noted eMarketer.
2. AAM introduces third-party audit program for publishers
"The Alliance for Audited Media has launched a third-party audit program for digital publishers, which the organization says is a key step in the fight against digital ad fraud," reported MediaPost. "The program requires large publishers to use technology vendors accredited by the MRC for sophisticated invalid traffic (SIVT) detection."
3. Vancouver public transit hit by ransomware; highlights 'Smart City' concerns
Vancouver's public transportation agency was targeted by ransomware, according to ZDNet, and eMarketer notes that the attack "serve[s] as a reminder that security and privacy concerns remain a significant barrier to deployment" of "Smart Cities." According to eMarketer, "The COVID-19 pandemic has spurred on some new smart city initiatives that aim to modernize public infrastructure and services through the extensive use of embedded sensors, video surveillance systems, and advanced data analytics to improve public health and safety."
4. Signs that ad fraud could be impacting your business
Forbes interviewed 10 members of its Forbes Communications Council to share "telltale signs of ad fraud that businesses should remain vigilant to spot." Unusual bounce rates, traffic without engagement, and an increase in vanity metrics are among the 10 "ad fraud clues" discussed.
5. The 'CTV Land Grab' heats up
"Major streamers are rethinking relationships with third-party ad tech," wrote Adweek, while reporting that "Vizio is altering licensing agreements with ad-tech companies using Inscape Data Services, its TV data company." Adweek also reports that "Amazon’s relationship with ad-tech companies in CTV has also been changing."
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.”