This week's review of ad fraud and privacy in the digital advertising space:
CTV Apps with the Highest Invalid Traffic
Pixalate released the August 2023 CTV Apps IVT Report for Roku, Amazon Fire TV, Apple TV, and Samsung Smart TV. The series reveals which CTV apps appear to be most impacted by Invalid Traffic (IVT, including Ad Fraud), based on traffic Pixalate has observed in that period.
Google is preparing to trial a new feature for the Chrome browser called "IP Protection" that aims to enhance users' privacy by concealing their IP addresses through the use of proxy servers. In light of the potential misuse of IP addresses for covert tracking, Google aims to find a middle ground between safeguarding users' privacy and maintaining the necessary functionalities of the internet.
Key points from Google's proposed IP protection feature:
IP addresses are indispensable for critical web functionalities like routing traffic, fraud prevention, and other vital network tasks
The "IP Protection" solution routes third-party traffic from specific domains through proxies to make users' IP addresses invisible to those domains
The solution aims to safeguard users from cross-site tracking
The Bleeping Computer covered this news in their article 'Google Chrome's new "IP Protection" will hide users' IP addresses', which you can check out here
Pixalate in the News
In Spotify’s latest earnings report, the company announced a new video ad partnership with Roku for the launch of their CTV Partner Network. Citing Pixalate data, Spotify touted Roku as “the #1 Connected TV service in North America.”
Find the Pixalate report cited by Spotify here:
Highlights from Spotify's quarterly earning report:
Self-serve advertisers can optimize campaigns for video ad views on the Spotify app when it is in-focus.
Video ads will be available on Spotify's app on Roku, the top Connected TV service in North America.
Spotify is constantly improving its podcast offering by introducing video and AI solutions, which help advertisers reach new audiences.
Spotify is the first audio platform to be directly integrated into WPP's products and solutions.
Check out Spotify's quarterly earning report highlights in more depth here
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.”