This week's review of ad fraud and quality in the digital advertising space.
1: Mobile app ad fraud scheme uncovered
A new mobile app ad fraud scheme, Hydra, is estimated to have cost advertisers over $130 million, reported Business Insider. "In a nutshell,Hydra creates fake app traffic,defrauding marketers whose ads never get seen by actual humans," wrote Business Insider.
2. eMarketer ad spend outlook for US, China, and the rest of the world
"The US will remain the largest market worldwide for total and digital advertising for the foreseeable future," wrote eMarketer regarding its ad spending outlook for the world's leading nations. The U.S. will spend $226 billion in total ad spend this year, while China will be second with $105 billion spent.
3. U.S. ad economy outpaces GDP in first half of 2020
"Nearly two quarters into the U.S. economic recession, advertising appears to be outpacing the U.S. economy, according to an analysis of data from the U.S. Bureau of Economic Analysis (BEA) and Standard Media Index (SMI)," reported MediaPost. The estimated real GDP dropped 32.9% in Q2, while the U.S. ad economy dropped 27.4% in the same time period, per MediaPost.
4. Server-side ad insertion (SSAI) a 'double-edged sword'
"Being one of the most crucial innovations since 2017 that has allowed OTT video to become a viable industry, SSAI, at the same time, is fraught with the risk of ad fraud," wrote The View Points' Daniel Elad in an op-ed on TV Technology. "Similar to a double-edge sword, SSAI can both power up CTV and OTT publishers with a new and more profitable way of ad serving, and at the same time, leave space for fraudulent activities," the op-ed added.
5. Google proposes 'trust tokens'
"Trust Tokens are available now for developer testing, with Google planning to move to 'live testing soon,'" reported 9 to 5 Google, citing a new Google blog post. Google's blog post adds: "One of the proposed APIs, for trust tokens that could combat ad fraud by distinguishing between bots and real users, is now available for testing by developers, and more will move to live testing soon."
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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.”