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Pixalate Week in Review: November 2 - 6, 2020

Nov 6, 2020 11:30:00 AM

This week's review of ad fraud and quality in the digital advertising space.

1: Pixalate exposes 'Matryoshka' mobile app ad fraud scheme

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Pixalate has exposed the 'Matryoshka' mobile app ad fraud scheme, which highlights consumer privacy risks in the mobile app digital advertising supply chain. The ad fraud scheme utilized the iFunny app on both iOS and Android and cost advertisers well in excess of $10 million in 2020.

Learn more in our blog, which also contains a video breakdown of the scheme. Forbes also has more.

2. What marketers need to know about California's Prop 24

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California residents voted to pass Proposition 24, the Consumer Privacy Rights Act, an amendment to the CCPA which expands the types of information that consumers can block businesses from sharing, including data about their health, genetics, race, ethnicity, sexual orientation, sex life, union membership, religion, philosophical beliefs and precise location. Adweek reviews what marketers need to know about Prop 24.

3. CTV suppliers report a strong Q3 2020

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"In a sign that the connected TV (CTV) advertising market is benefitting from a shift of traditional TV ad budgets, as advertisers follow viewers, two leading suppliers -- The Trade Desk (TTD) and Roku -- reported strong third-quarter sales," reported MediaPost.

4. Supply-path optimization is coming to CTV

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Adweek details how "supply-path optimization" is coming to Connected TV, albeit in a different manner when compared to display advertising. In discussing CTV's supply chain, Adweek notes: "The space is also teeming with ad fraud. Chris Kane, founder and president of Jounce Media, said CTV supply transparency is significantly lagging the web and mobile app categories, because show-level information is rarely included in real-time bidding auctions, and transparency spec ads.txt isn’t widely adopted."

5. YouTube creators say CTV viewership is rising

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"In the third quarter of 2020, connected TV represented 34% of the time people spent watching YouTube videos ... up from 27% in the fourth quarter of 2019," reported Digiday. "Contributing to the CTV share increase is the fact that people spend more time, on average, viewing videos when watching on CTV versus other types of devices," Digiday added.

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