This week's review of ad fraud and quality in the digital advertising space.
Tappx, a mobile app advertising platform, recently partnered with Pixalate to increase the quality of its platform without sacrificing reach.
Our mobile in-app case study covers:
Pixalate highlights the top 10 trending iPhone apps in the United States, based on display and video programmatic advertising volume, in Q4 2018. DraftKings, a fantasy sports app, and CBS Sports' scores, stats, and news app, were both in the top 10.
See more of the trending iPhone apps.
eMarketer reported on a recent survey which revealed that agency pros believe ad fraud is the biggest their to their budgets.
"The growing influence of programmatic buying is relevant to advertisers’ fraud concerns because the complex and opaque ad supply chain has made programmatic ad buys vulnerable to fraud whenever proper safeguards aren’t put into place," wrote eMarketer. "Ad measurement firm Pixalate estimates that 17% of programmatic ads served in the US are invalid, meaning those impressions were not seen by a human."
"Ad buyers need to be on the lookout for a new problem called 'declaration fraud,' where buyers paying for full-screen mobile video ads instead get itty-bitty versions that take up less than 5% of the screen," reported AdExchanger. The article notes, however, that "It’s difficult to know if this discrepancy is intentional. Some exchanges inflate video sizes to make inventory look more appealing to buyers. But legitimate technical issues can also make it difficult to know what kind of inventory a buyer is purchasing."