This week's review of ad fraud and quality in the digital advertising space.
1: Over half (57%) of delisted Android apps had at least one 'dangerous permission'
Pixalate's new research into the hundreds of thousands of mobile apps that were delisted in Q4 2019 reveals that 57% of delisted Android apps had at least one "dangerous permission." An additional 18% had access to precise location, and 12% had camera access.
2. eMarketer: Lessons from the last time a recession hit ad spending
In this podcast, eMarketer takes a look at lessons learned from the last time a recession hit ad spending. "How will digital hold up? Which channels are advertisers pulling back from? Will the US stimulus package help?"
3. Streaming TV minutes up over last 2 weeks of March
"Streaming TV minutes continued their dramatic growth during the last two weeks of March, according to Nielsen’s latest streaming TV report updating activity during the COVID-19 pandemic," reported MediaPost. "The new report also shows a continuation of streaming’s dramatic increase in share of total TV time, which was at 24% and 23% in those two weeks, respectively, versus 14% in each of last year’s comparable weeks."
4. Ad-tech supply chain is compressing and evolving
"Marketers want a leaner supply chain while maintaining addressability," writes Adweek in a piece examining how the ad tech supply chain is "being compressed and evolving." The article notes that "privacy and the need for performance are driving optimization."
5. How COVID-19 is affecting TV and streaming
In this podcast, eMarketer "discuss[es] what advertisers are doing with those sports programming dollars, how bad cord-cutting might get, the future of spending on original content, and more."
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.”