This week's review of ad fraud and quality in the digital advertising space.
1: 'Massive spying' from Google Chrome extensions
"A newly discovered spyware effort attacked users through 32 million downloads of extensions to Google’s market-leading Chrome web browser," reported Reuters, citing research from Awake Security. Reuters added that the news highlights "the tech industry’s failure to protect browsers as they are used more for email, payroll and other sensitive functions."
2. Apple could get rid of IDFA
"Ad-tech sources fear Apple will pull the primary means of mobile ad tracking next week," reported Adweek. "[S]ources with insight into the organization’s thinking suggest any pending update may not be ruinous even though they expect policy changes would inhibit the status quo of in-app advertising."
3. IAB Tech Lab ends DigiTrust
"IAB Tech Lab has announced it is shutting down DigiTrust, one of the forerunners to the various contemporary industry initiatives where ad-tech vendors collaborate to reduce the need for hundreds of software, or cookie, syncs any time an ad-supported webpage loads," reported Adweek.
4. Report: Almost one-third of online ad traffic in China is IVT
"Nearly a third of all online ad traffic in China last year was fake or invalid and cost the marketing industry an estimated 28 billion RMB, a study by advertising technology company Miaozhen Systems has found," reported WARC.
5. How an agency is preparing for a cookieless future
Agencies must now prepare for the end of the cookie, wrote AdExchanger in a case study examining how Digitas is doing just that. Per the article, Digitas is encouraging clients to think about ways to organize and use their own first-party data.
"[Digitas' SVP & Head of Precision Media Liane] Nadeau feels strongly that brands need to be the stewards of their own data," wrote AdExchanger. "Agencies like ours are absolutely able to support them, but at the end of the day, brands need to own their data," Nadeau said to AdExchanger.
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.”