Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here.
Google Gripe
Google is refunding agencies for “billing discrepancies,” aka ads that ran in places where they weren’t supposed to, Ad Age reports.
The refunds (which Google refers to as credits) closely follow the viral Adalytics report alleging that YouTube placed TrueView ad buys on low-quality, third-party sites via its Google Video Partners program.
Google vehemently denies the report’s findings and that the credits are in any way related. “Issuing credits to advertisers is not uncommon,” a Google spokesperson says, adding that “Adalytics used a flawed methodology to make wildly inaccurate claims about GVP.”
But since the report came out, GVP campaigns were reevaluated for performance based on where the ads ran. And voilà: Google is giving out refunds (sorry, credits).
The rationale for the credits (ad formats and placements of subpar quality) is close to what Adalytics initially reported, one ad exec tells Ad Age on condition of anonymity.
A Google spokesperson reached out to AdExchanger to say that the credits issues are “minimal” when compared to any alleged damages from the study.
It’s unlikely Google will face more consequences for running premium video ad buys on cruddy websites other than having to issue make-goods. The ad tech behemoth still sells GVP inventory with tools like Performance Max that report on campaigns without saying where an ad actually ran.
If advertisers don’t like it, they should stop spending on Google (which, let’s be real, is not going to happen).
PENNciled In
The deal between ESPN and the sports betting company Penn is spurring speculation about Disney’s long-term plans for the sports channel.
Disney has been vocal about its plans to fold the flagship ESPN channel into a streaming service, and a deal worth $2 billion from Penn gives it some much-needed capital. But some media execs think it positions Disney to sell its share of ESPN, Insider reports. (Disney currently owns 80%; Hearst owns the rest.)
The entertainment giant is placing its bets on streaming while the linear business keeps declining. Disney is already knee-deep in efforts to save as much money as possible – including spending less on content – and Iger says its cost-cutting checklist may include selling off some of its TV networks.
Sources say Disney is currently in talks with sports leagues (NFL, MLB, NBA) about investing in ESPN. And what would make the sports channel more attractive to a buyer than more sports airing rights?
If ESPN finds a new owner, it could very likely be private equity, which is on a roll gobbling up companies with strong advertising potential.
Pick Your Poison
Advertising company CPABuild’s affiliates have been scamming people for years with fake offers for free Fortnite skins, Roblox currency and gift cards, Human Security security researcher Zach Edwards tells Wired.
Edwards has been researching the false advertising coming out of CPABuild for more than three years. The scams frequently target children, who are the main Fortnite and Roblox players. But scammers have uploaded PDFs to thousands of websites, including those of federal agencies, universities and professional associations.
These “poison PDFs,” as Edwards describes them, prompt people to reveal personal information, install an app, fill out a survey or take another action to claim a reward that never comes. Every time someone takes a desired action, the scammers make money. And the PDFs are tricked out SEO-wise for maximum views and clicks.
Though CPA fraud is the route the majority of the scammers take, some swindlers direct people to malware.
It’s unclear who’s behind CPABuild, which has been around since 2016. It lists no leadership on its website. AWS hosts CPABuild’s infrastructure and says it’s examining Edwards’ findings.
But Wait, There’s More!
Users are dropping off of Threads. So are advertisers. [Adweek]
Hollywood calls time on the golden era of streaming. [Financial Times]
Not all tech startups can be saved by the venture capital bell. [The Wall Street Journal]
Relo Metrics (formerly GumGum Sports) taps VideoAmp’s viewership data to measure ads for live events. [release]
Netflix tests out game streams. [The Verge]
You’re Hired!
PayPal announced Alex Chriss from Intuit as its new CEO. [CNBC] The payments company also launched a Cryptocurrencies Hub that lets some users buy and sell crypto assets. [Cointelegraph]
Updated to reflect additional comments from Google.
