This week's review of ad fraud and quality in the digital advertising space.
Recently, ICO requested information from Apple and Google after "receiving a complaint from a digital children’s safety organization 5Rights Foundation alleging that the app stores are violating the UK’s Age Appropriate Design Code."
"In its letter to the ICO, 5Rights summarized 12 common issues that it alleged are indicative of widespread violations of the code by a number of tech companies. 5Rights alleged breaches of the code including the use of dark patterns and nudges, low default privacy settings, and excessive data sharing with third parties."
Allison Lefrak, SVP of Public Policy, Ads Privacy and COPPA Compliance at Pixalate, explains why this situation has significant implications on children's privacy.
"With the news that Microsoft has bought Xandr for an undisclosed fee, this deal represents the close of another chapter of one of the most iconic names in ad tech. Microsoft’s purchase of Xandr is subject to customary closing conditions, including regulatory reviews, with Mike Welch, Xandr EVP and GM, claiming his outfit’s technology can help accelerate Microsoft’s digital advertising and retail media capabilities," informs Digiday.
"Discovery Inc said on Wednesday that the European Commission has granted unconditional antitrust approval to its proposed acquisition of WarnerMedia assets from AT&T Inc. The regulatory approval moves the deal one step closer to being finalized. Discovery has said it expects to complete its WarnerMedia transaction by mid-2022, subject to other regulatory approvals," according to Reuters.
"U.S. ad spending increased for its ninth consecutive month in November -- expanding 10.3% over November 2020. November was also the biggest month in aggregate spending in the five years span represented in the current index (baselined at January 2017)," according to MediaPost.
Pixalate, together with Basis Technologies, recently hosted a webinar revealing insights into how to use programmatic Supply Path Optimization (SPO) to wrangle ad fraud in 2022.
Pixalate recently introduced the ad industry’s first ad fraud Supply Path Optimization (SPO) technology, enabling buyers and sellers to pick higher quality paths of delivering programmatic ads across CTV, mobile apps, and websites. Pixalate analysis reveals that overall IVT increases by 75% when going through 4 hops (compared to 1 or 2) and 71% through an incomplete path (a path in which every link in the chain does not use the SupplyChain Object).
