Welcome back to the last two weeks' review of ad fraud and quality in the digital advertising space!
How should ad networks handle children privacy?
The amendment of the COPPA Rule in 2013 dramatically increased ad tech companies' potential liability and causes them to collect information from children via websites and apps appropriately.
Writing in Dark Reading, Allison Lefrak, SVP of Public Policy, Ads Privacy and Children's Online Privacy Protection Act (COPPA) Compliance at Pixalate, explains how ad networks should tackle their responsibilities toward children's privacy.
User-Generated Content accounts for 39% of time spent with media by Americans
"Americans now spend nearly as much time streaming user-generated videos on YouTube, TikTok and other online platforms as they do watching traditional TV," informs Variety. According to the study conducted by Consumer Technology Association, traditional TV content had an 18% share of weekly time spent on consuming media by Americans, compared to 16% for UGC videos.
According to analysis from Standard Media Index (SMI), the U.S. advertising industry lost $17.3 billion during the 13 months of recession caused by the pandemic. "The analysis [...] utilizes a 'COVID deficit backcast model' developed by SMI's analytics team to calculate what the material loss was between a forecast of what advertisers would have spent if not for the pandemic, vs. what they actually spent," according to MediaPost.
TikTok excelled in 2021 to become the most popular domain worldwide, according to Cloudflare's data. "Surpassing mammoths like Google, Facebook, YouTube and Netflix in web traffic shows the speed and power of the ascent," claims Axios.
NBCUniversal launches NBCUnified - first-party data platform for advertisers
NBCU launched its first-party identity platform where advertisers can compare their own first-party data. "NBCUniversal’s first-party data for NBCUnified will encompass all consumer data across its movies, TV shows, entertainment, news, sports, ecommerce, subscriptions, theme parks and more, which marketers can use against their own proprietary data platforms," informs MediaPost.
Disclaimer: The content of this page reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any proprietary data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that - opinion, not facts or guarantees.
Per the MRC,
“'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other
legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC,
“‘Invalid Traffic’ is defined generally as traffic
that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts.
Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.”