This week's review of ad fraud and quality in the digital advertising space.
Limpid Partners With Pixalate for Ad Fraud and Risk Prevention
Limpid announces business partnership with Pixalate as an additional security measure, protecting Limpid’s advertisers from fraudulent traffic schemes across channels and formats.
“APAC advertisers are under attack from ad fraud schemes across all devices, with an increased focus on emerging channels like Connected TV (CTV),” said Alvin Ling, Pixalate’s Director of Customer Success, APAC. “Pixalate holds Media Rating Council (MRC) accreditation across 20+ measurement areas, including 12 distinct Server-Side Ad Insertion (SSAI) measurement metrics, to guard against fraudsters’ favorite attacks, and we applaud Limpid for working diligently to improve quality across their platform as ad fraud risks continue to grow in the region.”
"Facebook Inc. announced it is pausing work on rolling out an Instagram Kids site after the social networking company came under criticism for its negative effect on children, especially on teenage girls," according to AdAge.
Google changes last-click attribution as the default conversion model in Google Ads
Google will no longer use last-click attribution as the default conversion model in Ads. "The change will mean that, going forward, the default attribution method for any conversion touchpoint – a new product purchase page, app install campaign, display ad landing page – will fall into what Google calls “data-driven attribution,” its algorithmic solution that assigns credit to different impressions over time," informs AdExchanger.
More Google Play Store apps request potentially dangerous permissions
Pixalate recently released a report about potentially dangerous permissions in apps from the Google Play Store. Along with the report, we published blogs with some insights regarding potentially the most concerning privacy issues dangerous permissions could cause:
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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.”