This week's review of ad fraud and privacy in the digital advertising space:
Pixalate this week released the Q2 2024 Global Connected TV (CTV) Ad Supply Chain Trends Report. The reports comprehensively analyze the state of open programmatic CTV advertising in Q2 2024 across the world and in four global regions including North America, APAC, EMEA, and LATAM.
The July 2024 Mobile Apps IVT Report for the Apple App Store and Google Play Store reveals which mobile apps appear to be most impacted by IVT, including ad fraud, and highlights the five most common types of IVT that Pixalate observed across both mobile app platforms during the study period.
Programmatic advertising faces major challenges, including declining addressability, brand safety concerns, and ad fraud, according to WARC's latest report. Brand safety is the top issue for 60% of advertisers, who worry about low-quality ads next to harmful content. While Google will retain third-party cookies, their effectiveness is expected to wane, leaving many advertisers unprepared—only 25% feel confident in targeting and measurement.
On a positive note, 76% of respondents are developing first-party data strategies, indicating a shift towards privacy-focused advertising. However, ad fraud remains a concern, with only 28 pence of every pound spent on programmatic ads reaching consumers, leading to significant waste in the £67 billion market.
Additionally, 59% of companies in the sector do not prioritize emissions reduction, and less than a third have frameworks to measure carbon emissions from their digital advertising efforts.
Check out Marketing Beats full press release here
