This week's review of ad fraud and quality in the digital advertising space.
1: Factors that will change how marketers use data
At the Adweek Outlook 2021 summit, Joanna O'Connell, VP and principal analyst at Forrester, shared factors that could change the way marketers use consumer data. Adweek has the recap, including O'Connell's notes that consumers are being more proactive about protecting their privacy as well as the potential for a U.S. federal privacy law.
2. The Information: Facebook prepping antitrust lawsuit against Apple
"Facebook for months has been preparing an antitrust lawsuit against Apple that would allege the iPhone-maker abused its power in the smartphone market by forcing app developers to abide by App Store rules that Apple’s own apps don’t have to follow," reported The Information.
3. eMarketer: US mobile ad spend will rise 22% in 2021
In 2021, eMarketer projects that U.S. mobile ad spend will rise by 22% to $117 billion, which is still below eMarketer's pre-pandemic estimate of $124 billion. "Still, due to increased mobile usage, we expect US mobile ad spending to continue rising, reaching $156.38 billion by 2023," noted eMarketer, a mark above pre-pandemic estimates.
4. Digiday's 'Cheat Sheet' for Apple's IDFA changes
"Apple’s long-awaited privacy control that will require developers to ask permission from users before tracking them will arrive early this spring," wrote Digiday. Digiday offers up a cheat sheet with everything advertisers need to think about before the change goes live, including a look at Apple's SKADNetwork.
5. Google claims FLoCs 'nearly as effective' as cookies: AdExchanger
AdExchanger reported that Google claims "that with cohorts marketers can expect to see around 95% of the conversions per dollar spent when compared with cookie-based advertising." AdExchanger notes that "There’s been some skepticism in the advertising community ... about the viability of FLoCs as a replacement for third-party cookies."
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.”