This week's review of ad fraud and quality in the digital advertising space.
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The Drum updated the ad industry on the state of digital ad fraud and set an optimistic tone by noting that the battle is "far from lost." The article features insights from Pixalate, which notes that "fraudsters are increasingly turning their sites on the lucrative world of video advertising."
As reported by MediaPost, The Data & Marketing Association (DMA) and MetaX have teamed to introduce blockchain technology meant to fight ad fraud. The tech "provides an encrypted, secure method for executing digital advertising transactions."
Programmatic platform TrustX features 33 big publishers who are aiming to capitalize on the fact the Google-Facebook duopoly is currently facing some transparency and brand safety struggles. TrustX is promising 100% viewability and transparency, per Adweek.
Dentsu Aegis Network has released an ad spend forecast and calls for global ad spend to reach $563.4 billion in 2017, per The Drum. Digital will lead the growth, rising to a 34.8% share of the pie in 2017, up from 25% in 2016. With digital ad spend expected to continue its rapid rise, marketers need to be aware that the ad fraud problem is not going away.
After boycotting YouTube over brand safety concerns, some major brands are back on the digital airwaves. Mashable wrote, "Nearly half of the American brands that made a show of pulling their ads from YouTube over placements on extremist videos in March have resumed advertising on the platform, according to tracking firm MediaRadar."
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