This week's review of ad fraud and quality in the digital advertising space.
1. Ads.txt reduces ad fraud by 10%, but double-digit ad fraud rates persist
Pixalate analyzed industry-wide ads.txt data for ourQ2 2018 Ads.txt Trends Reportand found that, on average, sites with ads.txt have a 10% lower ad fraud rate compared to sites without ads.txt. However, even sites with ads.txt have ad fraud rates over 13%. Even with widespread support of an industry-wide initiative like ads.txt, ad fraud remains a extensive problem.
2. What marketers need to know about ads.cert
eMarketer dives into ads.cert, the IAB Tech Lab upcoming complement to ads.txt to help the industry in the battle against ad fraud. "Ads.cert helps advertisers verify whether or not the data they receive about an ad call is accurate, according to Amy King, vice president of product marketing at Pixalate," wrote eMarketer. Learn more.
3. Ads.txt grows 5.4x in 2018
According to new data from Pixalate, ads.txt adoptionincreased 5.4xover the first half of 2018, rising from about 90,000 domains to about 500,000 domains. The IAB’s ads.txt program aims to reduce “domain spoofing," a problematic — and costly — type of ad fraud in which the source of an ad impression is misrepresented in order to make the inventory appear more valuable.
4. Adobe grows Connected TV footprint
"On Thursday, Adobe Advertising Cloud TV soldered together a few more of those connections by hooking into Experian’s ConsumerView database and Mosaic USA household segmentation system, which will improve Ad Cloud TV’s addressable TV targeting," reported AdExchanger.
“We’re building a bridge from one side, and people like Clypd are building the bridge from the other side,” said Todd Gordon, director of programmatic TV at Adobe, per AdExchanger. “In some cases, we can drive across. In other cases, it’s a work in progress, but I would expect a significant amount of TV inventory will be able to be transacted in that dynamic way over the next year.”
5. Facebook security breach: 50 million accounts potentially compromised
"The biggest technology companies, finance firms and technology giants — includingFacebookwhich now reports up to 50 million user accounts may have been taken over by criminal hackers — invest many millions in cybersecurity and still fall victim to significant attacks," wrote CNBC.com. "Undoubtedly companies may be 'serious' about security, but criminals are serious about working around it. And for that, it may be time for rethinking how companies are held accountable for breaches, and how they should look to keeping more secure in the future," the article added.
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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.”