This week's review of ad fraud and quality in the digital advertising space.
Public companies jostle for top spots in CTV App Quality Rankings: July 2021 update
"The Walt Disney Company (DIS) was again at the forefront of publicly-traded companies owning the best quality CTV apps in July 2021. Disney (DIS) had 19 apps that ranked in the top 100 quality CTV apps across the Roku and Amazon Fire TV app stores, a significant increase from 13 in June," reported Pixalate in its update of publicly-traded companies in the CTV app ecosystem.
"[T]he Media Rating Council (MRC) quietly issued a final update to its recommendations for 'best practices' for measuring over-the-top (OTT) and connected TV (CTV)," reported MediaPost. "[T]he final version provides additional detail related to its consideration of 'continuous play,' the detection of 'TV off' situations, as well as certification and authentication of SSAI environments," MediaPost added.
House proposes $1B for FTC to create privacy division
"House Democrats are floating a proposal to allocate $1 billion to the Federal Trade Commission, to enable the agency to beef up its privacy enforcement," reported MediaPost. "The FTC'scurrent budgetis around $350 million. The agency has previously requested more funds in order to hire additional staff devoted to privacy."
Amazon is launching its own Smart TVs to up its CTV leverage
"Amazon's first-ever smart TVs, the Fire TV Omni Series, will propel the company to disruptor status in both the CTV and TV measurement spaces," reported eMarketer. "Going beyond consumers, the opportunity in measurement is also significant."
Op-ed: 'A Prescription For Vigilance Against CTV Ad Fraud'
"Gangsters always follow the money," wrote Jean-Christophe Peube, SVP of Analytics and Customer Experience at Smart. "And today, all roads lead the digital ad fraudsters to the over-the-top (OTT) and connected TV (CTV) space."
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.”