This week's review of ad fraud and quality in the digital advertising space.
1: IAB Europe introduces 'Guide to Brand Safety in CTV'
The IAB Europe this week introduced the first European guide to brand safety in CTV. The guidance will “help stakeholders working in the CTV ecosystem maintain best practices and ensure brand-safe environments for advertisers," according to the IAB Europe.
2. eMarketer: 'How the pandemic changed worldwide ad spending'
eMarketer presented their digital ad spending forecast for 2021 and final insights about 2020. Per eMarketer, “Digital’s share of worldwide media ad spending will cross the 60% threshold this year for the first time and is on track to reach nearly 70% by the end of our forecast period in 2025.”
3. April 2021: U.S. Ad Recovery Surges 52% YoY
According to MediaPost, April 2021 was the second consecutive month with a strong ad spending increase, rising 52% YoY. “April 2021, interestingly, also is the first post-recession month to show stronger gains for smaller ad categories than the biggest ones, an indication that the recovery is gaining momentum across a broader range of advertisers," wrote MediaPost.
4. eMarketer updates British ad market forecast
The British ad market suffered during 2020, but the decline was "only marginal as digital investment took up much of the slack," wrote eMarketer. The level of growth from the pre-pandemic forecast was slightly too high, but on the other hand, “post-pandemic, we expect digital spending to be even higher than originally expected," eMarketer noted.
5: Australian consumers strongly prefer CTV over traditional TV ad experience
Consumer preferences about ads are changing, according to The Drum. “92% of consumers think there are features of the CTV ad experience such as fewer repetitive ads, shorter ad breaks and contextual relevance that make it superior to linear TV ad experiences,” wrote The Drum.
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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.”