This week's review of ad fraud and quality in the digital advertising space.
1: DOJ files antitrust case against Google
"The Department of Justice hit Google with anantitrust suit[this week]over the company’s dominance in search and search advertising," reportedAdweek. "The suit claims Google holds a position as 'the gatekeeper to the internet' through unlawful and anticompetitive business practices."
2. IAB Tech Lab's CTV Ad Standards guidance
The IAB Tech Lab has wrapped up its CTV Ad Standards series covering privacy, brand safety, ad fraud, measurement, and more. "Due to its explosive growth and premium environment, CTV is increasingly becoming the target of fraudsters, and fraud is a challenge that needs to be addressed before it can grow into programmatic selling," wrote the IAB Tech Lab.
3. The results from Google's Privacy Sandbox experiments are in
Google this week published the results of experiments "to test how Chrome’s Federated Learning of Cohorts (FLoC) proposal could work in practice to allow interest-based advertising to function in a more privacy conscious way and without the need for third-party cookies," Digiday reported, noting that Google says "early signs are promising."
4. Apple makes it clear: Email won't replace IDFA
"The ad industry is partially pinning itshopes on emailas legacy identifiers get knocked off one by one," wrote AdExchanger. "But hashed IDs, including emails and phone numbers, collected elsewhere cannot be used as a replacement for app tracking on iOS 14."
5. What is Connected TV's role in political advertising?
In this piece, Adweek examines "Connected TV's growing but unclear role in political advertising," noting that "media owners and ad-tech companies are seeing a rise in CTV spend compared to previous election cycles of 2016 and 2018."
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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.”