This week's review of ad fraud and quality in the digital advertising space.
Pixalate Welcomes Amanda Binns as SVP of Customer Success To Lead Global Client Success Team
Amanda Binns will oversee Pixalate’s growing global customer success teams, including U.S. - West Coast, U.S. - East Coast, EMEA, and APAC. Binns is an ad tech industry star and will partner with all clients as they tackle issues spanning fraud, privacy compliance, and safety in the digital ad supply chain — including CTV and mobile in-app environments.
The FTC's commissioner suggests possible restriction of 'surveillance advertising'
The FTC's commissioner, Rebecca Slaughter, emphasized the unfairness of the data economy. She suggested that "the Federal Trade Commission may consider restricting so-called 'surveillance advertising' by requiring companies to limit the amount of data they collect about consumers," according to MediaPost.
Mobile advertising is still by far the most popular destination, but CTV is rising
Almost 68% of all digital ad spending will be allocated to mobile advertising in 2021. However, CTV ad spending is rising rapidly, up 48.6% this year to reach $13.41 billion, per eMarketer. “Spending on CTV will continue to grow faster than on mobile (and overall non-mobile) for at least the next several years,” informs eMarketer.
Google changes AdSense's auction model to first-price
"Google will move AdSense for content, video, and games to a first-price auction model from a second-price auction model by the end of 2021," according to MediaPost. AdSense will follow Google AdManager and AdMob, which have already moved to the first-price model.
After Monday's outage of all Facebook services, including Facebook, WhatsApp, and Instagram (Facebook blog), two hearings in Congress also troubled the company. On Tuesday, Frances Haugen, Facebook's whistleblower, testified that Facebook puts its own profits before benefits for society (by New York Times).
On Wednesday, DOJ Antitrust Nominee Jonathan Kanter seemed to gain bipartisan support to rein in big tech companies (more in AdExchanger). Moreover, this week it was revealed that data scrapers sold 1.5 billion Facebook records on the popular hacking forum (according to Privacy Affairs).
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.”