This week's review of ad fraud and quality in the digital advertising space.
1: Delisted Android apps from China had 500k downloads each before removal (H1 2020)
Pixalateresearch reveals information about the over 800,000 apps were delisted across the Google Play and Apple App stores in H1 2020. This blog examines the popularity of Android apps, based on country of registry, prior to their delisting.
2. Malvertising scam hits US over Labor Day weekend
"GeoEdge’s security researchers on Sunday uncovered the auto-redirect attack Morphixx in the U.S. based on personalizing the online experience, after tracking it across Europe and Asia last month," reported MediaPost. "The malicious advertisers inserted keywords like 'Adidas' into the ad’s URL as a distraction to gain the trust of the ad networks that ran the campaign," per MediaPost.
3. TAG introduces brand safety seal
"The self-regulatory organization Trustworthy Accountability Group ... has rolled out a new, global brand-safety certification program," reported MediaPost. "The new program incorporates elements of TAG's inventory quality guidelines program and JICWEBS' Digital Trading Standards Group."
4. Facebook will continue to collect IDFA
After Apple announced it will delay its IDFA changes, Facebook stated "it will continue IDFA collection pending an update from Apple," per Adweek. The announcement comes after Facebook had previously stated that Apple's upcoming IDFA changes would cause Facebook to stop collecting IDFA and that it may end the use of the Facebook Audience Network on iOS, per Adweek.
5. Will Apple's IDFA change cause Google to follow suit with GAID?
"Google quietly updated its AdMob Help Center last week with information on the steps developers need to take before iOS 14 rolls out," reported AdExchanger. "Some believe that Apple’s action will force Google to either make the GAID opt-in a la IDFA in iOS 14 or limit its use in some other way," AdExchanger added.
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.”