This week's review of ad fraud and privacy in the digital advertising space:
Marketing Brew: FTC lawsuit against Kochava brings up concerns about location data gathering
The Marketing Brew newsletter featured an interview with Pixalate Senior Vice President of Policy, Ads Privacy and COPPA Allison Lefrak about the recent lawsuit filed by the U.S. Federal Trade Commission against Kochava.
“‘The argument that this is unfair and could cause harm to consumers is ‘untested in court,’ Allison Lefrak, SVP of public policy, ads privacy and COPPA compliance at Pixalate, told Marketing Brew.’”
“‘It can be read as an indictment of location-based marketing and even an indictment, more broadly, of the entire data-broker business model,” she said. The FTC has an “uphill battle here in proving substantial injury to consumers,” Lefrak said, but if it prevails, the ruling could create a precedent that other data brokers would need to follow.”
New York Times: California’s First-in-the-Nation Privacy Law Signed by Governor
The New York Times reported on the signing of California’s Age-Appropriate Design Code on Thursday by Governor Gavin Newsome, with tougher restrictions for tech companies, including a provision that requires companies to turn on the highest levels of privacy protections for users under 18 by default.
Industry groups made their opposition to the law known, saying its provisions were too broad. Privacy advocates are applauding the legislation as a necessary step forward in protecting children.
JD Supra: What California’s New Law Means for Tech Companies
Legal publication JD Supra summarized the expected impacts of the newly-enacted Age-Appropriate Design Code in California will mean for the technology industry. The code is one of the several state-level laws governing online privacy that have passed, in lieu of federal legislation.
There is the possibility that this law will have a “California effect” and push federal lawmakers in the same direction with their efforts at comprehensive privacy legislation.
CNBC: Gaming Platform Roblox to Debut Ads in 2023
CNBC reported that gaming and entertainment platform Roblox will enter the world of online advertising next year. Roblox, which has an estimated 52 million users, will start testing ads at the end of this year. Roblox says it will only serve “immersive ads” and that children under 13 will not be able to interact with them and that they will issue further guidelines for parents and guardians about which content is suitable for children.
The Guardian: €25 Billion Lawsuit levied against Google in UK and EU over digital advertising practices
The Guardian announced that a €25 billion dollar suit has been filed against Google in the United Kingdom and European Union due to purported anticompetitive practices in digital advertising. The suit’s goal is to gain back revenue lost due to Google’s practices, which lawyers estimate has cost the ad tech industry €7B collectively.
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.”