IP address

Confusion in CTV isn’t a natural byproduct of a maturing market; it’s an outcome of how distributors protect their pricing power.

CleanTap claims that 100% of the invalid traffic it spoofed was accepted into live auctions run by programmatic platforms and was successfully bid on by advertisers.

Google’s pivot on IP addresses shows it fears competition; the FTC investigates media watchdogs for advising brands not to spend on X; and Mondelez accuses Aldi of copying its snacks.

Shutterfly’s recent CTV campaign tested a custom algorithm that relies on search data to find geographic regions with the most prospects. It performed better than targeting deterministic IDs.

More competition between SSPs and ad servers should be a boon for publishers in the long term. But publishers will feel some growing pains if there is a sudden disruption in Google’s ad payouts or if their ad server fees increase.

Industry experts agree that the bot activity analyzed in the latest Adalytics report is among the easiest type of invalid traffic to spot.

An Adalytics report released Friday details numerous instances of brands serving ads to known bots that appear on the IAB Tech Lab’s International Spiders and Bots list and TAG’s Data Center IP List.

Many in the industry see Google’s fingerprinting reversal as an irresponsible move due to privacy concerns, particularly in regions with strict data regulations.

Advertisers new to CTV tend to misunderstand performance metrics and overemphasize cost per thousand impressions (CPM) as a measure of success.

The trajectory of digital advertising remains unchanged. There are plenty of signs that the investments advertisers have made in cookie alternatives are already paying off.