This week's review of ad fraud and quality in the digital advertising space.
1. Pixalate partners with Twitter's MoPub for ad fraud prevention
Pixalate this week announced a new partnership with Twitter's MoPub to improve traffic quality and reduce ad fraud. "As we enter a new year, Pixalate remains as committed as ever to the ongoing battle against ad fraud. That’s why we’re thrilled to announce our new partnership with Twitter’s MoPub, an influential mobile app ad exchange that’s a leader in delivering quality mobile media," wrote Pixalate in a blog announcing the news.
"The resulting court documents provide further evidence of the brazenness of the scheme, the impunity that those committing ad fraud operate with, and why the global digital ad industry is unable to stop its ballooning, multibillion-dollar fraud problem," BuzzFeed added.
3. Digiday: 'Digital ad fraud is worse than ever'
"The digital ad industry has long played whack-a-mole with fraudsters, and 2019 will be no different. A mammoth mobile in-app fraud scandaluncovered last Octoberwas a stark reminder of how sophisticated and tenacious fraudsters are," wrote Digiday. So what's on tap for 2019? "OTT ad fraud is on the rise," the article noted, citing recent research from Pixalate.
4. Tappx partners with Pixalate to guard against Connected TV/OTT ad fraud
Pixalate this week announced it has partnered with Tappx in order to offer advanced invalid traffic (“IVT”) detection technology for its over-the-top (OTT) services. “Marketers have expressed concerns over inventory quality and ad fraud in OTT, and our industry-first MRC accreditation directly addresses those challenges. OTT advertising is rapidly expanding, and as the industry’s first solution for ad fraud detection and prevention in OTT, Pixalate is ready to guard the growing investments,” says Jalal Nasir, Pixalate CEO.
5. Programmatic now accounts for majority of digital ad spend in major European countries
"Programmatic advertising—defined as the use of automation in the buying, selling or fulfillment of digital display advertising—now accounts for the majority of digital display spending in France, Germany and the UK, following the trend that we've seen in the US," reported eMarketer in a new report outlining programmatic ad spend forecasts for European countries through 2020.
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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.”