Pixalate considers server-side-ad-insertion to be one of the largestrisk factors to OTT/CTV advertising, threatening millions in ad spend each year. Pixalate’s accreditation for SSAI measurement metrics spans desktop, mobile web, mobile app, and OTT/CTV environments.
"The overall finding: Programmatic ad transactions declined by 14% over the course of the month," wrote MediaPost. The article added: "Also, likely reflecting advertisers’ desire to appear in content in demand for keeping the kids busy, ad transactions on 'educational' apps on Roku increased 2,946%, or by 30 times."
4. How to withstand fraud in CTV
This op-ed, posted on Marketing Dive, notes that "With the rise of OTT and CTV advertising, it's crucial to build reliable partnerships, raise awareness of fraud and take steps to prevent it." The article encourages advertisers to protect brand safety by buying quality traffic, measuring the right signals, working with accredited anti-fraud systems, and more.
5. Despite 'skyrocketing demand,' Google struggles to monetize
"Google is balancing two somewhat contradictory trends," wrote AdExchanger. "Ad revenue is going down, while consumer demand for Google services is skyrocketing." The article added: "Search advertising is taking a hit, for instance, despite a significant rise in actual searches. At the peak for COVID-19 updates in March, searches for news and information spiked more than six times the peak of user activity during the Super Bowl, [Google CEO Sundar] Pichai said."
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.”