This week's review of ad fraud and quality in the digital advertising space.
1: Pixalate's FY 2020 Connected TV (CTV) App-Ads.txt Reports for Roku, Amazon Fire TV
Pixalate this week released the industry’s first Connected TV App-Ads.txt Reports forRoku AppsandAmazon Fire TV Apps, reviewing app-ads.txt adoption trends in 2020. Among the key findings are that 80% of the top 500 Roku apps* and 62% of the top 500 Fire TV apps* had app-ads.txt by the end of 2020.
2: MediaPost: More on the state of CTV App-Ads.txt Adoption
MediaPost has more on Pixalate’s 2020 CTV App-Ads.txt Reports. “Between Q1 and Q4 2020, the total number of Roku apps with the app-ads.txt spec rose 9%,” reported MediaPost. The article added: “The total number of Amazon Fire TV apps with app-ads.txt rose by 10% during the year.”
3. Report: CTV ad fraud concerns are leading new spend to established networks
"The biggest advertisers this year plan to spend more on video, favoring the connected TV (CTV) options of established networks over streaming startups," reportedMarketing Dive, citing a new Advertiser Perceptions report. "Concerns about advertising fraud, especially in programmatic auctions, are driving the biggest advertisers to favor linear TV and the growing CTV options [of] established networks," Marketing Dive noted.
4. Lawsuit claims Facebook knew about inflated ad metrics
"Documents made public in court Wednesday allege that Facebook executives brushed off an employee who proposed changing a Facebook ad metric to make it more accurate," reported CNBC. "The suit says 'Potential Reach' is misleading because it describes itself as a measurement of 'people' when it is at best a measurement of accounts," noted CNBC.
5. Vizio ramps up CTV streaming ad business
"Vizio has introduced a product, called Universal Frequency Control, to help advertisers manage how often their ads appear across both linear and streaming environments," reported Adweek. "While late to the ad game compared to the likes of Roku and Amazon, original equipment manufacturers (OEM) like Vizio, Samsung and LG are hurriedly building out their advertising businesses as ad dollars flow into connected TV," Adweek wrote.
*Note: “Top apps” are based on the number of programmatic ads sold, net of invalid traffic (IVT), as measured by Pixalate.
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.”