This week's review of ad fraud and quality in the digital advertising space.
According to eMarketer, citing an InMobi survey, over half (59%) of app marketers think ad fraud is a serious problem that networks and sellers need to address. "In addition, the survey revealed that 40% of app marketers believed they understood how ad fraud was perpetrated, as well as its potential effect on their advertising campaigns," wrote eMarketer. "But a significant number—44%—either knew what ad fraud was but wanted to learn more about it, or understood the concept but didn’t know how it might affect campaigns."
Everyone harps on last-touch attribution, but it's still widely used. Why? Digiday sought out an answer, and ultimately concluded that there are numerous factors, including data clutter, walled gardens, and inertia. "While cross-device measurement and advanced attribution techniques are becoming more common, it takes more time and effort to implement and monitor these sophisticated services, said Jalal Nasir, CEO of ad measurement firm Pixalate," wrote Digiday.
According to a recent WFA poll, reported on by the Wall Street Journal, over half (41%) of "marketers surveyed said they plan to take greater control of their spending on programmatic advertising, where online ads are bought using automated systems." The quest for more control comes as brands have continued concern over transparency and quality in digital advertising. "It’s all part of a broader effort by brands to be more accountable for their digital ad spending," wrote the WSJ.
It's still early in the game, but just two of the top 10 programmatic publishers have adopted ads.txt so far, the IAB's solution to thwart domain masking. The data comes from a GetIntent study reported on by Marketing Dive. "Of the top 1,000 websites in Getintent's inventory, just 13 unique web pages — or, 1.3% — have adopted the technology," wrote Marketing Dive.
In a Q&A with ExchangeWire, OpenX's Dominic Trigg, VP EMEA, discussed "the ongoing search for quality."
"Fraud is an issue for the entire industry but, ultimately, ad tech players will need to provide the cure," Trigg said. "Third-party affirmation of ad quality is going to be critical."
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