This week's review of ad fraud and quality in the digital advertising space.
1. The top 10 trending mobile apps in display advertising
Pixalate this week released the top trending mobile apps based on programmatic display advertising share of voice. These Share of Voice rankings drive home the fundamental fact that the mobile app world is still opaque, and that perception can be quite different from reality when it comes to the apps you think are most popular versus those that receive the most (programmatic) advertising.Knowing where the majority of programmatic ads are delivered across apps and devices is one step in clarifying the app advertising ecosystem and smarter inventory selection.
2. Cisco pulls its ads from YouTube
"Cisco [recently] said in a statement ... that it has 'temporarily paused advertising on YouTube due to instances where third party partners did not meet our brand guidelines,'" wrote CNN Tech. The company "stopped running ads on YouTube after some of them appeared on channels promoting extremist content," the article noted.
3. 'Scale of abuse': Facebook deleted or added warnings to about 29 million posts
"Facebook says it deleted or added warnings to about 29 million posts that broke its rules on hate speech, graphic violence, terrorism and sex, over the first three months of the year," reported BBC. "It is thefirst time that the firm has published figuresdetailing the scale of efforts to enforce its rules," per the article. BBC noted that "[Facebook] estimates about 3% to 4% of all active users on Facebook are fake, and said it had taken 583 million fake accounts down between January and March."
4. WFA calls for advertisers to unite and demand reform in digital advertising
"TheWorld Federation of Advertisershas published its Global Media Charter, a written call to arms designed to engender reform of the digital ad ecosystem to the benefit of both brands and consumers," wrote The Drum. "Setting out eight ‘Principles for Partnership’, the document seeks to build onconcerns raised by Procter & Gamble,Unilever and others on the issues oftransparency,brand safety,ad fraud andviewabilityby creating a mandatory framework that all agencies, ad tech firms and media platforms must comply with to secure future ad revenue."
5. Inside the world of the ad-blocking champions
In this piece, Bloomberg takes a deep dive into the "brotherhood of the ad blockers." The article notes that while ad-blocking is an "existential crisis" for the advertising industry, it's nothing but a sport for the "Pi-hole community." "Pi-hole(as in 'shut your …') is a free, open source software package designed to run on a Raspberry Pi, a basic computer that’s popular with DIYers, fits in the palm of your hand, and retails for about $35," wrote Bloomberg. "Most ad blockers have to be installed on individual devices and work only in web browsers, but Pi-hole blocks ads across an entire network, including in most apps."
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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.”