This week's review of ad fraud and quality in the digital advertising space.
1. What the industry is doing to combat ad fraud
Digital ad spend is on the rise — but so is ad fraud. Pixalate breaks down what this means for the industry, and what is being done to combat ad fraud challenges. Ads.txt is already helping, and app-ads.txt was recently released to limit fraudulent attacks within apps across both CTV/OTT and mobile. Learn more.
2. BuzzFeed: Google bans a Play Store developer that has over half a billion app installs
"Google has begun the mass removal of apps from a major Chinese Android developer following a BuzzFeed News investigation that revealed it was committing ad fraud and concealing app ownership details from users," reported BuzzFeed News. "As of [April 26, 2019], 46 apps from DO Global, which is partly owned by internet giant Baidu, are gone from the Play store."
3. Is ad fraud down, or is it just harder to detect?
A recent report suggests ad fraud is on the decline, noting that ad spend lost to schemes has potentially decreased 11% since 2017. But the Wall Street Journal notes that "fraud is shifting to patterns where it is more difficult to prevent."
4. The impact of programmatic TV is felt both locally and nationally
eMarketer reports on the growing programmatic TV industry and reviews how automation works on both the local and national levels. “Decades-old TV systems that keep track of available ad inventory, order management and tracking and billing are now being overlaid with technological workarounds to facilitate automation,” eMarketer's Gerard Broussard is quoted as saying. “This transformation will enable more streamlined communication between systems and is expected to significantly speed up workflow.”
5. Fighting mobile ad fraud with artificial intelligence and machine learning
"Artificial intelligence (AI) and machine learning (ML) are, or soon will be, disrupting all businesses and industries in a profound manner," wrote InMobi's SPV of data sciences, Rajiv Bhat, in an op-ed on MarTech Advisor.
The post details how AI and ML can improve fraud prevention: "By analyzing data about previous frauds, such algorithms can help predict when new issues are likely to occur. This can also have a prescriptive component, which provides app publishers, advertisers and others with guidance on how to prevent likely issues from ever occurring in the first place."