This week's review of ad fraud and quality in the digital advertising space.
1. Pixalate releases Q2 2019 ad fraud report
Pixalate has released theQ2 2019 Ad Fraud Report, a comprehensive analysis of programmatic traffic quality and the state of invalid traffic (IVT) across desktop, mobile web, and mobile in-app advertising.
Globalmobile in-app IVT rates were 25%in Q2 2019, surpassing the 25% barrier for the first time
OTT/CTV IVT rates were 22% during the H1 2019
The U.S. had a19% IVT rateacross all forms of programmatic advertising
2. DMEXCO '19 panel: Shining A Light On The Mobile Programmatic Supply Chain
Join ourexpert panel at DMEXCO 2019for in-depth analysis on the state of the mobile programmatic supply chain, featuring Pixalate, Criteo, MoPub, and Verizon Media.
Mobile in-appquality: How do you vet supply partners?
Tips for improvingtransparencyand rooting outad fraud
How toincrease trustin across the mobile ecosystem
How tosafely navigatethe waters
Attend our panel on Wednesday, Sept. 11 at 2pm CEST in Hall 6.1, Booth E-058.
3. In-app advertising is more popular than ever despite 'risky reputation'
"Although digital advertising continues to snap up billions of ad dollars annually,brand-safety snafus,data-driven scandals and the constant threat of ad fraud are leading players in the programmatic space to be more choosy about where they spend their media money," wrote Adweek, reporting on a new PubMatic survey.
"The app market has certainly earned its risky reputation. A 2018 report from fraud-intelligence company Pixalate found app-based inventory had the highest concentration of invalid traffic," the article added.
4. Google Chrome proposes 'trust token' to combat ad fraud
"Google'sChrome team on Thursday proposed a 'privacy sandbox' that's designed to give us the best of both worlds: ads that publishers can target toward our interests but that don't infringe our privacy," reported CNET. One item in the proposal is a "trust token" meant to help combat ad fraud.
"[The proposal includes] atrust tokenthat advertisers and publishers can use to reduce ad fraud by grouping web users into two segments -- trusted and untrusted," CNET added.
5. Does 'brand safety' require marketers to avoid the real world?
In this podcast, eMarketer asks: "Does brand safety mean avoiding the real world?"
"eMarketer principal analyst Nicole Perrin walks us through what could happen to the advertising world as blacklists become more sophisticated and extensive," the podcast description reads. "She discusses the types of content consumers think advertisers should avoid the most and the likelihood of those consumers reducing their spending on a brand that appears next to controversial content."
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.”