This week's review of ad fraud and privacy in the digital advertising space:
Pixalate releases MRT for Slack to democratize access to ad fraud, privacy and compliance risk scores for 10MM+ apps and websites including Google, Apple, Amazon, and Roku app stores
Pixalate, the global market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today released the Media Ratings Terminal (MRT) app for Slack, which is available in the Slack® App Directory.
The MRT for Slack release is another move by Pixalate to increase transparency and access to fraud and privacy compliance risk data in the ad tech space. This follows Pixalate’s recent releases of the Ad Trust & Safety API Suite and COPPA Compliance Technology to identify likely child-directed mobile apps across the Google and Apple app stores.
The app integrates directly within a user’s Slack workspace, allowing them to use a simple search command for any app title or ID, or website address. It also features a summary Home tab for the user’s MRT Watchlist, giving an instant view of data points for apps and websites they have selected to follow, and allows them to customize their lists with the “Follow” or “Unfollow” buttons within the Slack app. Additionally, the app integrates with conversations around the MRT and intelligently unfurls links in a channel to provide key data points if available. This gives ad buyers, publishers, privacy regulators, and others instant access to monitor apps and domains.
Google delays blocking third-party cookies again, now targeting late 2024
The Verge reported that Google has announced they will delay blocking third-party cookies again, now rescheduling the policy move from the end of 2023 another year. According to the article, “Google originally published its intention to phase out support for third-party tracking cookies in Chrome within two years in early 2020 — now about two and a half years (and one global pandemic) ago.”
Google is in the midst of testing a new set of APIs that they hope will strike a balance between consumer privacy concerns and the flourishing advertising ecosystem that is a large part of their revenue. Google’s goal is to gradually phase in the number of users using its Privacy Sandbox API.
NFL launches exclusive streaming subscription service NFL+
The NFL announced it will launch its own competing streaming service, NFL+, According to MSNBC, the service will cost users $4.99 a month and will include all out-of-market preseason games, mobile device access to local and prime-time regular season and postseason games.
Hulu reverses policy on political ads after blowback
After reporting that the giant CTV platform Hulu was refusing to run ads from Democratic issues groups, the company reversed its decision and said it will now accept advertisements from political candidates and issues.
The Hill included a quote from a Disney+ spokesperson (the parent company of Hulu) explaining the change, ““After a thorough review of ad policies across its linear networks and streaming platforms over the last few months, Disney is now aligning Hulu’s political advertising policies to be consistent with the Company’s general entertainment and sports cable networks and ESPN+.”
Facebook Parent Meta Loses $2.8B on Metaverse Division in Q2
According to Yahoo! Finance, Meta reported a $2.81 billion loss in the second quarter in their Facebook Reality Labs division, which is conducting the research and development for the platform’s upcoming “metaverse,” - an expansion of augmented and virtual reality operations for users.
Meta projects it will also see larger losses for the division in the third quarter. The article garners insight from Meta CEO Mark Zuckerberg, who says, “the company is more focused on its long-term metaverse and Reels growth than maximizing short-term revenue from monetization.”
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.”