This week's review of ad fraud and quality in the digital advertising space.
1: Pixalate introduces 'Permissions IVT' to Media Ratings Terminal (MRT)
Pixalate has introduced a new feature within the Media Ratings Terminal (MRT): The Pixalate Permissions IVT Widget. Permissions IVT provides an understanding of apps that may have high invalid traffic (IVT) rates related to the permissions the app requests. Learn more.
2. Digiday: What advertisers can expect from Biden's presidency
Digiday writes that Joe Biden's presidency may lead to additional regulation for digital advertising as well as an upending of data collection practices. Digiday notes that advertisers can expect the new administration to be "more regulatory minded."
3. eMarketer: US mobile in-app video ad spend will jump in 2021
Mobile in-app video ad spend slowed in 2020 as a result of COVID-19, but new eMarketer estimates say that "mobile in-app video advertising in the US will rebound strongly in 2021, growing by 27.6% year over year to reach $18.01 billion."
4. US ad economy sees 5 consecutive months of growth to end 2020
"The U.S. advertising economy had its fifth consecutive month of expansion in December, rising 7.2% over December 2019, according to the final 2020 data generated by the U.S. Ad Market Tracker, a collaboration of MediaPost and Standard Media Index," reported MediaPost. Per MediaPost, the data shows that U.S. ad demand has rebounded from COVID-19, which triggered a five-month ad recession from March to July 2020.
5. Click fraud levels reached new heights in 2020: Report
According to Computer Weekly, reporting on new research from PPC Protect, in 2020, "11% of all search clicks are fraudulent, rising to 17% on connected TV campaigns and 36% on display advertising campaigns."
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.”