Adalytics

Industry experts weigh in on Forbes’s MFA subdomain and why ad verification tools still regularly fail to flag some instances of alleged SIVT.

URLs and domains – even those of big-name publisher brands – cannot be trusted in isolation. Buyers need to look at page-level data, too.

In today’s newsletter: Adalytics reveals Forbes was running a separate MFA sub-domain; The New York Times seeks to use attention benchmarking to validate its premium publisher status; and Google is reportedly looking to buy HubSpot.

Why the 4A’s is hosting secret meetings to redefine MFA from “made for advertising” to “made for arbitrage.” Plus, a new report from Adalytics reveals that MFA-blocking solutions aren’t as effective as tech vendors claim.

Practically every ad tech vendor has put out a press release in recent months full of bluster about cutting out made for advertising sites – and yet supply sources remain oversaturated with garbage inventory.

In today’s newsletter: Google agrees to placement-level reporting across its Google Search Partners network; how an explosion of ads is ruining the internet; and Google pays publishers to test an unreleased generative AI tool.

The question isn’t whether Google will fall, but whether its time is near. And, if so, what will finally bring it down?

This is the story of Adalytics, the advertising analytics startup founded by a computational biology researcher with a knack for uncovering ad tech’s ills and publishing blockbuster research reports to expose them.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The AI A/B Google Ads industry liaison Ginny Marvin was called out during a recent Q&A session hosted on an SEO-focused Discord server.  SEO folks had spotted instances where Google clearly A/B tested different ad copy options without a brand’s awareness or approval, Search […]

From clear-eyed looks at the industry’s shortcomings and conflicts of interest to prognostications that presage the next batch of conference panel talking points, you can count on these astute industry voices to drive the conversation.