This week's review of ad fraud and quality in the digital advertising space.
Pixalate’s Q2 2018 ad fraud benchmarks reveal that about 23% of mobile in-app advertising is invalid. The ever-changing world of ad fraud – and the complexity of staying on top of the challenge — is reflected in our Seller Trust Indexes.
Case in point: Nearly 65% of the top 30 mobile in-app programmatic ad sellers are different compared to one year ago.
Pixalate breaks down the MRC's interim guidance for mobile in-app SIVT. SIVT within in-app environments has many varied characteristics — both in structure and detection solutions — compared to web traffic (desktop and mobile web). It is important that entities operating in the mobile in-app digital advertising ecosystem take these differences into consideration when establishing their internal control framework and their SIVT detection/filtration processes.
"Since the GDPR became enforceable, the number of third-party cookies found on news websites in Europe declined by 22%, according to a study by Reuters Institute," reported eMarketer. "[Reuters researchers] found that the number of third-party cookies used per webpage declined from about 80 in April to about 60 in July."
"Some apps don’t seem to be taking GDPR seriously – or maybe just don’t realize how much they’re leaving themselves exposed," wrote AdExchanger. "Each of the top 50 free iOS and Android apps in the App Store and Google Play contains multiple SDKs that appear to do some form of tracking and/or data collection, according to a July study from Evidon parent company Crownpeak," the article noted. "[T]he same study found that of 100 apps tested, 79 didn’t give users any type of consent notice or user-level controls over their preferences."
Digiday explains "bid shading," a new term in programmatic that has developed as a result of the shift to first-price auctions (from second-price). "Bid sha[d]ing has cropped up as a compromise between the two," wrote Digiday. "So the buyer will pay something in between what the second-price and the first-price value would have been, based on a calculation made by the ad tech partner."
Sign up for our blog to stay updated with new stats, trends, and analysis of digital ad fraud.
*By entering your email address and clicking Subscribe, you are agreeing to our Terms of Use and Privacy Policy.
These Stories on Weekly Recaps
*By entering your email address and clicking Subscribe, you are agreeing to our Terms of Use and Privacy Policy.
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.”