This week's review of ad fraud and quality in the digital advertising space.
1. Pixalate releases H1 2019 OTT/CTV Supply Chain Intelligence Report
Pixalate has released the H1 2019 OTT/CTV Supply Chain Intelligence Report, a comprehensive analysis on the current state of the programmatic OTT/CTV advertising ecosystem.
- 66% global growth in in OTT/CTV programmatic ad transaction quarter-over-quarter
- 2x growth in OTT/CTV programmatic ad-supported apps year-over-year
- Roku app store has seen a 53% increase since the start of 2018
Going to DMEXCO? RSVP for our expert panel for in-depth analysis on the state of the mobile programmatic supply chain, featuring Pixalate, Criteo, MoPub, and Verizon Media.
2. Top five marketing stats of the week
Marketing Week reports on Pixalate's Q2 2019 Ad Fraud Report: "Britain had the 14th highest ad fraud rate in the world at 11% in the second quarter, behind Australia (30%), the US (19%) and India, which has the highest rate of ad fraud globally (39%)."
3. In-app ad fraud reaches 25% in Q2 2019
"Pixalate this month revealed that In-app ad fraud is growing and in the second quarter of 2019 reached 25% of the ads," wrote PPC Land, reporting on Pixalate's Q2 2019 Ad Fraud Report. "Pixalate says that mobile IVT (Invalid Traffic) rates eclipsed 25% for the first time," PPC Land wrote. "Ad fraud is similar in Android (25.9%) and in iOS (24.7%), but is growing faster in iOS."
4. MRC releases its cross-platform audience standard
"The Media Rating Council (MRC) released the final version of its cross-platform audience measurement standard on Wednesday – the cherry on top of an eight-year industry effort to produce a framework for video measurement across TV, OTT, desktop and mobile," reported AdExchanger.
5. Can a change in measurement methodology help reduce ad fraud?
"Brands are now on high alert [for ad fraud], and it’s a particular threat for public companies who have a shareholder responsibility to resolve these issues," an Adweek op-ed noted. "That’s on top of previous legal actions and recent alarm bells sounded by the FBI and Congress. The failure is rooted in an overreliance on multi-touch attribution (MTA) systems."