This week's review of ad fraud and quality in the digital advertising space.
1. OTT/CTV budgets are the latest target for ad fraudsters
"Ad fraud is the mouse that has worked its way into your home and feeds on your budget," reads a MediaPost op-ed. "Every so often it finds something new to feast on and right now it’s particularly enjoying OTT budgets, where many insertions are unprotected."
2. New apps, tech advances threaten consumer privacy
"A little-known start-up helps law enforcement match photos of unknown people to their online images — and 'might lead to a dystopian future of something,'" wrote the New York Times in a piece examining the potential privacy ramifications of a new app.
3. In the UK, consumers' digital time surpassed traditional in 2019
"Last year, for the first time, UK adults spent more time with digital media than with traditional media," reported eMarketer. "We estimate UK adults spent a daily average of 5 hours, 16 minutes (5:16) with digital media last year [which] represents 52.2% of media consumption," wrote eMarketer.
4. Programmatic mobile video to generate $25 billion in 2020
Per eMarketer, "...mobile video ads sold programmatically generated $19.93 billion in revenues in 2019 in the US and will generate $24.87 billion in 2020." The article added: "Mobile programmatic video ads represented 87.1% of total mobile video ad spending in 2019."
5. How Google Chrome's 'cookie-killer' move can affect marketers
"Ad buyers aren’t thrilled about Google Chrome’s decision tophase out third-party cookies," wrote AdExchanger in a piece examining four ways the move could affect marketers. Building a first-party data strategy and rethinking targeting and optimization are among the things agencies have top of mind, per AdExchanger.
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.”