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Pixalate Week in Review: July 30 - August 3, 2018

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

1. Ad fraud (IVT) benchmarks: 10%-15% of desktop traffic invalid in Q2 2018


Pixalate’s latest measurements show that between 10%-15% of programmatic desktop advertising is invalid traffic. While this rate is lower than it was when programmatic advertising rose to prominence a decade ago, fraudsters are still siphoning off a significant portion of digital ad spend. The initial efforts made by publishers and platforms need to be strengthened as fraudsters continue to find new ways to exploit desktop.

2. The current state of viewability in programmatic


Pixalate continued its analysis on the state of traffic quality in programmatic in Q2 2018 with a look at viewability rates across desktops, smartphones, and tablets across North America. Pixalate examined display ad viewability rates, as well as ad share of voice (“SOV”), across common publisher categories to compile this research. Invalid traffic (“IVT”) was removed prior to measurement.

3. CMOs are 'agonizing' over data breaches


"Data breaches are proliferating at a time when marketers are becoming increasingly reliant on user data, and this has left many CMOs in agony," wrote eMarketer in response this week's news that hackers stole some Reddit user data from 2007.  "In a May survey of 1,000 senior-level marketers and CMOs worldwide conducted by Dentsu Aegis Network, about three in 10 respondents said that a data breach was the strategic risk that they’ll worry about the most over the next few years."

4. Amazon was the biggest programmatic spender in Q1 2018


Per Marketing Dive, citing research from MediaRadar, "Amazon is the biggest spender of programmatic advertising, alone accounting for 10% of the spend of the top 50 programmatic advertisers in Q1 2018." The article added: "Amazon spent 1.5x more than Microsoft, the next-biggest spender."

5. Blockchain and ad tech: What you need to know


AdExchanger walked in the ad tech industry through the need-to-knows of blockchain. "Blockchain solutions for ad tech typically seek to either reconcile campaign results or facilitate supply chain payments," the article noted.

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