--- title: "Pixalate Week in Review: January 25 - 29, 2021" description: Pixalate reviews this week's news in the programmatic ad fraud space. Find the most critical ad tech and privacy news from 25-29 January 2021. image: https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/device-identifier-id-fingerprint.png --- [![pixalate-full-logo](https://www.pixalate.com/hs-fs/hubfs/Pixalate_Logos/pixalate-full-logo.jpg?width=150&height=60&name=pixalate-full-logo.jpg "pixalate-full-logo")](https://www.pixalate.com) Search **Menu** ** ** ![](https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/device-identifier-id-fingerprint.png) [Weekly Recaps](https://www.pixalate.com/blog/topic/weekly-recaps) | 2 min read # Pixalate Week in Review: January 25 - 29, 2021 Written by [Pixalate](https://www.pixalate.com/blog/author/pixalate) Jan 29, 2021 3:00:00 PM This week's review of ad fraud and quality in the digital advertising space. ### **1: Factors that will change how marketers use data** ### ![consumer-data-privacy-profile](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/consumer-data-privacy-profile.png?width=600&name=consumer-data-privacy-profile.png) At the Adweek Outlook 2021 summit, Joanna O'Connell, VP and principal analyst at Forrester, shared factors that could change the way marketers use consumer data. [Adweek](https://www.adweek.com/programmatic/4-major-factors-that-will-change-how-marketers-use-data/) has the recap, including O'Connell's notes that consumers are being more proactive about protecting their privacy as well as the potential for a U.S. federal privacy law. ### 2. The Information: Facebook prepping antitrust lawsuit against Apple ![apple-facebook-amazon](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/apple-facebook-amazon.png?width=600&name=apple-facebook-amazon.png) "Facebook for months has been preparing an antitrust lawsuit against Apple that would allege the iPhone-maker abused its power in the smartphone market by forcing app developers to abide by App Store rules that Apple’s own apps don’t have to follow," reported [The Information](https://www.theinformation.com/articles/facebook-looks-to-take-its-fight-with-apple-to-court). ### 3. eMarketer: US mobile ad spend will rise 22% in 2021 ### ![mobile-phone-click-press](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/mobile-phone-click-press.png?width=600&name=mobile-phone-click-press.png) In 2021, [eMarketer](https://www.emarketer.com/content/us-mobile-ad-spending-will-increase-22-2-117-35-billion-this-year) projects that U.S. mobile ad spend will rise by 22% to $117 billion, which is still below eMarketer's pre-pandemic estimate of $124 billion. "Still, due to increased mobile usage, we expect US mobile ad spending to continue rising, reaching $156.38 billion by 2023," noted eMarketer, a mark above pre-pandemic estimates. ### 4. Digiday's 'Cheat Sheet' for Apple's IDFA changes ### ![device-identifier-id-fingerprint](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/device-identifier-id-fingerprint.png?width=600&name=device-identifier-id-fingerprint.png) "Apple’s long-awaited privacy control that will require developers to ask permission from users before tracking them will arrive early this spring," wrote [Digiday](https://digiday.com/media/apple-idfa-crackdown/). Digiday offers up a cheat sheet with everything advertisers need to think about before the change goes live, including a look at Apple's SKADNetwork. ### 5. Google claims FLoCs 'nearly as effective' as cookies: AdExchanger ### ![google-cookie-floc](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/google-cookie-floc.png?width=600&name=google-cookie-floc.png) [AdExchanger](https://www.adexchanger.com/online-advertising/google-claims-flocs-can-be-nearly-as-effective-as-cookie-based-ads/) reported that Google claims "that with cohorts marketers can expect to see around 95% of the conversions per dollar spent when compared with cookie-based advertising." AdExchanger notes that "There’s been some skepticism in the advertising community ... about the viability of FLoCs as a replacement for third-party cookies." ### Search Blog Search ### Follow Pixalate ### Subscribe to our blog *By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use ](https://www.pixalate.com/terms)and [Privacy Policy.](https://www.pixalate.com/privacypolicy) Previous Story [← Pixalate Week in Review: January 18 - 22, 2021](https://www.pixalate.com/blog/programmatic-ad-fraud-news-january-22-2021) [** ](https://www.pixalate.com/blog) Next Story [BidMind by Fiksu taps Pixalate to confront ad fraud in Connected TV/OTT →](https://www.pixalate.com/blog/bidmind-fiksu-taps-pixalate-confront-ad-fraud-connected-tv-ott-ctv) ## You May Also Like These Stories on Weekly Recaps [![](https://www.pixalate.com/hubfs/pixalate-week-review-june-13.png) ](https://www.pixalate.com/blog/june-20-2025) [Weekly Recaps](https://www.pixalate.com/blog/topic/weekly-recaps) ### [Pixalate Week in Review: June 16 - June 20, 2025](https://www.pixalate.com/blog/june-20-2025) Jun 20, 2025 11:09:13 AM | 3 min read [![](https://www.pixalate.com/hubfs/pixalate-week-review-june-13.png) ](https://www.pixalate.com/blog/june-13-2025) [Weekly Recaps](https://www.pixalate.com/blog/topic/weekly-recaps) ### [Pixalate Week in Review: June 9 - June 13, 2025](https://www.pixalate.com/blog/june-13-2025) Jun 13, 2025 11:39:50 AM | 3 min read [![](https://www.pixalate.com/hubfs/June-6-Pixalate-Recap.png) ](https://www.pixalate.com/blog/june-6-2025) [Weekly Recaps](https://www.pixalate.com/blog/topic/weekly-recaps) ### [Pixalate Week in Review: June 2 - June 6, 2025](https://www.pixalate.com/blog/june-6-2025) Jun 6, 2025 1:00:13 PM | 2 min read ** ### Subscribe to our blog *By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use ](https://www.pixalate.com/terms)and [Privacy Policy.](https://www.pixalate.com/privacypolicy) ![pixalate-logo-red-small](https://www.pixalate.com/hs-fs/hubfs/2018NewTemplate/pixalate-logo-red-small.png?width=208&name=pixalate-logo-red-small.png "pixalate-logo-red-small") ** By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms) and [Privacy Policy](https://www.pixalate.com/privacypolicy) Products [Analytics](https://www.pixalate.com/products/analytics) [Blocking](https://www.pixalate.com/products/blocking) [Media Rating Terminal](https://www.pixalate.com/products/mrt) [Publisher Trust Indexes](https://www.pixalate.com/rankings/?group=app&reportId=publisherTrustIndex) [Seller Trust Indexes](https://www.pixalate.com/rankings/?group=app&reportId=publisherTrustIndex) [IoT Device Rankings](https://www.pixalate.com/rankings/?group=app&reportId=iotDeviceReach) Resources [Blog](https://blog.pixalate.com/) [Press](https://www.pixalate.com/press) [Careers](https://www.pixalate.com/jobs) [Team](https://info.pixalate.com/pixalate-leadership-team) Contact Email [** sales@pixalate.com ](mailto:sales@pixalate.com) [** privacy@pixalate.com ](mailto:privacy@pixalate.com) US: [** +1 888 749 2528 ](tel:+1%20888%20749%202528) EU: [** +44 (0)800 011 2050 ](tel:+44%20(0)800%20011%202050) Slack: [Join ATSAPI Slack Channel ](https://atsapi-pixalate.slack.com/join/shared_invite/zt-10dtow5cj-OEtlNr5yzJkrZMQUqcEEow#/shared-invite/email) Offices Global Offices US 1775 Greensboro Station Place, Suite 425, McLean, VA 22102 UK 20 North Audley Street London, W1K 6WE, United Kingdom EU 10 Earlsfort Terrace Dublin 2, D02 T380, Ireland Singapore 10 Anson Road, #22-02 International Plaza, Singapore 079903 [![facebook](https://www.pixalate.com/hubfs/footer/icons/facebook.png) ](https://www.facebook.com/pixalate) [![x](https://www.pixalate.com/hubfs/footer/icons/twitter-x.png) ](https://twitter.com/pixalateinc) [![linkedin](https://www.pixalate.com/hubfs/footer/icons/linkedin.png) ](https://www.linkedin.com/company/pixalate) ![wechat](https://www.pixalate.com/hubfs/footer/icons/wechat.png) [![slack](https://www.pixalate.com/hubfs/footer/icons/slack.png) ](https://atsapi-pixalate.slack.com/join/shared_invite/zt-10dtow5cj-OEtlNr5yzJkrZMQUqcEEow#/shared-invite/email) [Terms of Use](https://www.pixalate.com/terms) [Privacy Policy](https://www.pixalate.com/privacypolicy) [GDPR Compliance](https://www.pixalate.com/gdpr) Disclaimer Copyright © 2025 Pixalate [Back to top **](https://www.pixalate.com/blog/programmatic-ad-fraud-news-january-29-2021#) # Disclaimer 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. 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