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Pixalate Week in Review: February 4 - 8, 2019

Feb 8, 2019 10:21:21 AM

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

Attending Mobile World Congress 2019? Meet with Pixalate to discuss the latest trends in mobile advertising.

1. eMarketer releases Digital Ad Fraud 2019 report


eMarketer recently released the Digital Ad Fraud 2019 report, noting that mobile and video are the riskiest channels for advertisers. The comprehensive report features everything you need to know about invalid traffic (IVT) and ad fraud in 2019, including the latest stats and estimates from Pixalate.

Our blog post highlights some of the key takeaways. Read more.

2. Does OTT have an ad fraud problem?


"As advertisers funnel more dollars toward over-the-top (OTT) video, they may want to keep ad fraud concerns in the back of their mind," wrote eMarketer in an article exploring the latest trends in OTT ad fraud. "In a Q3 2018 study, Pixalate found that 19% of worldwide OTT impressions were invalid, due to a combination of fraud and ad serving and measurement errors caused by technical malfunctions," the article noted.

"Companies may fear that acknowledging the existence of fraud in their platforms could make them vulnerable, but [Pixalate VP of Product Marketing Amy] King believes that transparency is the best way to reduce fraud," eMarketer added.

3. Top mobile in-app programmatic sellers are improving transparency


Pixalate recently released the Q3 2018 Seller Trust Indexes, and we examined historical data from the Mobile Seller Trust Index (MSTI) to identify some industry-wide trends. Per the MSTI, the top mobile in-app sellers have become increasingly transparent, a potential response to calls for more transparency in the in-app advertising world. Learn more.

4. Over half (52%) of brand advertisers say ad fraud is top in-app concern


Reporting on a recent Forrester Consulting and PubMatic study, Mobile Marketer reported that "just over half (52%) of brand advertisers said their biggest concern about in-app advertising was ad fraud, while 36% of their agency partners reported the same concern."

5. Ad fraudsters target ads.txt


"Scammers recently found a new workaround for one of the advertising industry’s most significant efforts to protect marketers from being tricked into buying ads on fake websites," reported the Wall Street Journal. The scheme involved fake websites, malware, botnets, and find a workaround to ads.txt.

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