This week's review of ad fraud and quality in the digital advertising space.
1: New programmatic OTT/CTV trends report: 70% rise in ad spend in 2020
Pixalate this week released theQ3 2020 State of Connected TV/OTT: Ad Supply Trends Report. The report examines how the programmatic OTT/CTV advertising marketplace changed from Q1 2020 to Q3 2020. The report reveals that programmatic OTT/CTV ad spend rose 70% in 2020 despite ad fraud levels remaining around 20%.
2. MediaPost: Roku tops OTT/CTV programmatic ad market share
MediaPost added: "Roku’s share of advertising is tops, leading OTT and CTV devices, with Amazon at a 9% share; Samsung, 6%; Apple, 5%; Vizio, 4%; Google and Chromecast, 2%. LG, Sony, and Microsoft each have a 1% share." Pixalate's blog has more on OTT/CTV device market share statistics.
3. Amazon adds more Fire TV inventory to its platform
"Amazon is adding more Fire TV inventory to its Ad Console, a tool advertisers use to manage their sponsored ad campaigns on Amazon, with the latest U.S. beta program available on its fast-emerging ad stack," reported Adweek.
4. YouTube driving attention to CTV inventory
As Connected TV (CTV) becomes a more popular way to consume YouTube content, "In the first half of 2021, YouTube expects to deliver more insights to advertisers regarding what ad creative works best on CTV by compiling takeaways aggregated from the CTV-specific brand lift surveys it started conducting with individual advertisers this year," reported Digiday, citing Debbie Weinstein, VP of Global Solutions at YouTube.
5. What the CPRA means for behavioral advertising
In this AdExchanger op-ed, Richard Eisert, Partner at Davis & Gilbert, examines the potential ramifications of the California Privacy Rights Act (CPRA), which Californians voted to pass on election day. The op-ed notes that "[o]ther language in the CPRA may provide advertisers a bit more leeway in carrying out certain advertising activities."
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.”