This week's review of ad fraud and quality in the digital advertising space.
1. Case study: Tappx teams with Pixalate to improve mobile in-app ad quality
Tappx, a mobile app advertising platform, recentlypartnered with Pixalateto increase the quality of its platform without sacrificing reach.
Our mobile in-app case study covers:
Why Tappx chose Pixalate, a mobile-first partner
How Tappx implemented Pixalate's tech to block ad fraud
The tangible results of Tappx's dedicated anti-ad fraud strategy
2. Fantasy sports apps among most popular for advertisers on iPhones in Q4 2018
Pixalate highlights the top 10 trending iPhone apps in the United States, based on display and video programmatic advertising volume, in Q4 2018. DraftKings, a fantasy sports app, and CBS Sports' scores, stats, and news app, were both in the top 10.
"It’s clear that digital ad fraud is an epidemic, and blight on the wider marketing world, but it can be slowed, maybe even stopped, if more marketers took a leading role in getting rid of it," wrote Peter Koeppel, founder and president of Koeppel Direct, in an Adotas op-ed. The article covers some of the latest trends in ad fraud, including "the fall of traditional cable television and the rise of ad fraud in TV."
4. Biggest thread to ad budgets? Agency pros say ad fraud
eMarketer reported on a recent survey which revealed that agency pros believe ad fraud is the biggest their to their budgets.
"The growing influence of programmatic buying is relevant to advertisers’ fraud concerns because the complex and opaque ad supply chain has made programmaticad buys vulnerable to fraudwhenever proper safeguards aren’t put into place," wrote eMarketer. "Ad measurement firmPixalate estimates that 17% of programmatic ads served in the US are invalid, meaning those impressions were not seen by a human."
5. AdExchanger highlights 'declaration fraud'
"Ad buyers need to be on the lookout for a new problem called 'declaration fraud,' where buyers paying for full-screen mobile video ads instead get itty-bitty versions that take up less than 5% of the screen," reported AdExchanger. The article notes, however, that "It’s difficult to know if this discrepancy is intentional. Some exchanges inflate video sizes to make inventory look more appealing to buyers. But legitimate technical issues can also make it difficult to know what kind of inventory a buyer is purchasing."
Disclaimer: The content of this page 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.”