This week's review of ad fraud and privacy in the digital advertising space.
Apple's App Tracking Transparency will cost Facebook $10B this year
Facebook's parent organization Meta claimed that Apple's privacy changes will result in $10 billion in lost advertising revenue. "Facebook’s admission is the most concrete data point so far on the impact to the advertising industry of Apple’s App Tracking Transparency feature, which reduces targeting capabilities by limiting advertisers from accessing an iPhone user identifier," informs CNBC.
Apple introduced unlisted apps in App Store
Apple announced that developers could distribute unlisted apps in the App Store, accessible only via direct links. The solution will be particularly useful for "limited audiences," such as event guests, research studies participants, etc. "While unlisted apps aren’t discoverable by the general public through search results, App Store categories, charts, or recommendations, they’re available to administrators via the Apple Business Manager or Apple School Manager," according to The Verge.
Social media scams tripled in 2021, according to FTC
The FTC reported that social media users lost $770 million in social media scams only in 2021. "This figure -- which makes up 25% of the year's total fraud losses -- has increased by 18 times (or $728 million) versus 2017. Emerging cryptocurrency and ecommerce technologies have created a plethora of new kinds of scams," according to MediaPost.
Google implements a feature allowing advertisers to control ad frequency in CTV
Google introduced a new feature in Display & Video 360 allowing advertisers to control the frequency of their ads not only across both YouTube and other CTV apps. "This more user-centric approach lowers your risk of triggering ad fatigue. It can also help you get more bang for your buck. By more evenly distributing CTV ad budgets across viewers, you can get more reach for the same budget," according to Google.
DPA decides the Transparency and Consent Framework breaches GDPR; IAB has 6 months to fix
The Belgian Data Protection Authority has decided that Transparency and Consent Framework, a cornerstone for the advertising industry to convey consent in programmatic auctions, is breaching GDPR in its current form. "The DPA alleges that the TCF relies on legitimate interest under GDPR to collect and pass consent-based IDs. This is a problem, because legitimate interest requires that companies processing data must do so in a way that a customer expects," according to AdExchanger.