This week's review of ad fraud and quality in the digital advertising space.
1: 'SilentFade' steals millions from Facebook ad accounts
"One group discovered by Facebook’s in-house researchers took such a sophisticated approach to bilking Facebook users that it walked away with $4 million in an elaborate ad fraud scheme that went undetected by its victims," reported CSO Online.
2. Digital ad rebound has Wall Street bullish
"Wall Street analysts have turned extra bullish on digital media -- especially social and connected TV (CTV) and streaming services -- according to reports from equity research firms assessing the impact of the COVID-19 pandemic," reported MediaPost. "The report characterizes the ad industry’s 'faster-than-expected' bounce-back as one of the COVID-19 'surprises' it has observed to date."
3. What will ad tech look like post-cookie?
In this piece, Adweek again takes a look at Google's plans to withdraw cookie support from Chrome — saying it's "still ad tech's biggest story." This article reviews what the ad tech world may look like when the change takes place in early 2022— including all of the current and past iterations of proposals from Google and industry stakeholders alike.
4. US adults spend 3.5 hours per day using mobile apps
Per eMarketer, "US adults will spend an average of 4 hours, 1 minute (4:01) on mobile internet per day in 2020, with 3:35 of that time spent on mobile apps." That's an increase of 25 minutes per day compared to 2019, "with the pandemic as the main driver for this increase," per eMarketer.
5. A critical look at ad tech — and ad fraud's role
WIRED takes a critical look at the ad tech world in this piece examining the challenges digital advertisers face, including an "astonishing level of digital ad fraud, including 'click farms' that serve no purpose other than for bots or paid humans to constantly refresh and click ads, and 'domain spoofing.'”
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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.”