This week's review of ad fraud and quality in the digital advertising space.
Twitter Blue Attracts Publishers Not Only With Money
Twitter's subscription service for $2.99 per month has attracted over 300 publishers to participate. One of the main reasons is that the revenue is shared with publishers. However, "a raft of other benefits—including more sophisticated data and a transparent payout framework—help shore up the value proposition of Twitter Blue," informs AdWeek.
Total Ad Spend Exceeded Expectations in 2021 to Reach $491 Billion Worldwide
Ad spend worldwide rebounded stronger in 2021 than expected in previous forecasts. "Total ad spending will increase by 19.9% instead of 15.0%, equating to nearly $33 billion more in new worldwide spending than we originally forecast. Most of that additional new money will come from digital, which will increase by 29.1% rather than the 20.4% originally predicted," informs eMarketer.
Meta Delays The Implementation of E2EE Across All Its Platforms Until 2023
Meta delays introducing end-to-end encryption across all its platforms until "sometime in 2023", according to Meta’s global head of safety, Antigone Davis, informs The Telegraph. End-to-end encryption is already protecting WhatsApp messages since 2016 but has not been implemented yet on other platforms, such as Facebook or Instagram.
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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.”