This week's review of ad fraud and quality in the digital advertising space.
1: Pixalate Q&A with AdColony on maintaining brand safety & combatting ad fraud in mobile in-app
Pixalate spoke with Alex Ritchie, Product Manager, Privacy and Data at AdColony, about brand safety and combatting ad fraud within programmatic mobile in-app advertising. Ritchie is an industry thought leader at the ad tech intersection of privacy, data, ad fraud, and brand safety.
"Fraudsters never sleep. They’re working around the clock on coming up with new ways to commit fraud," said Ritchie. "It only makes sense that you work closely with partners focused on preventing IVT and only IVT. It’s not enough to be reacting to fraudsters; you need to be ahead of them."
Bloomberg reports on the growing problem of ad fraud in Connected TV (CTV) advertising. "As billions of consumers binge-watched TV shows during the pandemic, an insidious form of fraud was playing out right under their noses," wrote Bloomberg exploring the issue.
3. 'Sneak in and send fake data': How CTV ad fraud can work
In this interview, Bloomberg's Thomas Seal explains how ad fraud can work on CTV devices, specifically calling out Server-Side Ad Insertion (SSAI) as a gateway for fraud. Seal notes that there is an opportunity in various parts of the supply chain "to sneak in and send fake data."
4. Google's 2020 ad safety report: Hate speech, fraud grow
The Drum recaps Google's 2020 Ad Safety Report, which revealed a rise in hate speech and fraudulent activity, most notably around the pandemic. "There was an 'uptick in opportunistic advertising and fraudulent behavior from actors looking to mislead users last year,'" said Google's Scott Spencer, VP of Ads Privacy and Safety, according to The Drum.
5. NBCUniversal to seek primetime TV rates for streaming ads
"NBCU will seek primetime TV rates for ads that run on its Peacock streaming-video service," reported Variety. "Other media companies are expected to do the same, in a bid to maintain pricing integrity as viewers migrate to new technology that makes delivering the big audiences advertisers demand a more difficult task."
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.”