This week's review of ad fraud and quality in the digital advertising space.
1. The state of video ad fraud
Digiday recaps the current state of video ad fraud, writing, "Fraudsters are pivoting to video, which is bad news for publishers looking to siphon cash from the growing pot of video ad spend." The article added, "Among different types of video inventory, fraudsters go after the most premium stuff. Bots drive just 4 percent of mobile web video traffic. But for over-the-top video — where CPMs are much greater than the mobile web — 20 percent of traffic is from bots, according to Pixalate."
2. Chase wants to see more ads.txt adoption before going all-in
Advertising Age reports that "Chase is unlikely to go all-in on ads.txt until the majority of publishers on its whitelist adopt the initiative," noting that as of now, "[a] decent portion of Chase's whitelist has yet to implement ads.txt." The article added, "Overall, however, roughly 25 percent of the leading top 5,000 websites have adopted ads.txt, according to Pixalate data." Download the full list of sites with ads.txt here.
3. Some buyers are asking to be added to publisher ads.txt files
AdExchanger has reported that "Publishers are being deluged with emails from 'agencies' and 'digital marketing solutions' companies threatening to stop buying inventory unless they’re added to the Ads.txt file." The article noted, however, that " ... the publishers have the leverage. It’s the buyers who are at risk because if they aren’t added to Ads.txt, they can’t resell the publisher’s inventory. If that’s their only business model, they’re in trouble." You can download the list of sites that have added Thrive+, one of the companies making the request, to their ads.txt files.
4. eMarketer: Programmatic to command 84% of US digital display spend by 2019
New estimates from eMarketer call for U.S. programmatic digital display ad spend to reach $32.56 by the end of this year, rising to $45.72 billion by 2019, representing 83.6% of all U.S. digital display ad spend. Additionally, "By 2019, nearly 80% of programmatic ad spend will go to mobile—rather than desktop—ads," eMarketer noted.
5. Report: 32% of marketers to bring programmatic in-house as fraud, brand safety concerns linger
MediaPost has reported, citing a report from Advertiser Perceptions, "Some 32% of marketers plan to bring programmatic buying in-house." MediaPost wrote, "Most advertisers see the benefits of programmatic buying in improved targeting, data, time and cost efficiencies -- but concerns over fraud, brand safety and verification continue to rise."
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