ivt

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

AI is bringing accountability to ad tech’s murky middle, helping brands like EssilorLuxottica cut out bots, bad bids and wasted spend before a single impression runs.

The IAB Tech Lab’s new device attestation feature for its Open Measurement SDK provides a scaled way for original device manufacturers to confirm that ad impressions are associated with real devices.

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.

Meta’s sparse settlement payout ends the Cambridge Analytica scandal with a whimper; Google brings dynamic host-read ads to YouTube; and HUMAN uncovers IVT hiding in mobile app downloads.

CTV, like digital display before it, is facing fraud and mislabeled information. The prevailing advice for advertisers is to go directly to the networks and streaming platforms. However, buying direct comes with a fraud risk itself.

CleanTap, an ad tech startup launched by the founder of Method Media Intelligence, wants to separate the wheat from the chaff in CTV by serving as a curation layer between DSPs and SSPs.

A recent Google DV360 Help Center update had some advertisers panicking that invalid impressions served through Google’s ad platform would soon double. But now Google says that’s not really the case.

We’re seeing the worst possible outcomes with the CPM-based buying approach. And Google’s recent decision to hang on to cookies indefinitely risks perpetuating the worst parts of the digital ad business.

It’s important to have frank discussions with clients, explaining the need and value of brand safety. That way, marketers can make an educated decision on whether they truly need to pay for it.

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.

Based on the way advertisers deal with publishers, you’d think they were sworn enemies. Our failure to prioritize collaboration on the open web and build a positive value chain has been our collective downfall.

Publishers trafficking in pirated movies, TV shows and games sold programmatic ads alongside this stolen content, while using domain cloaking to obscure the “cashout sites” where the ads actually ran.

Media governance measures advertisers can put in place to navigate the complexity of brand safety and gain better control of the quality of their media spend.

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

Nubai claims that if buyers don’t shell out for premium placements like on CNN and Fox News, Outbrain instead places their links on less-reputable sites that have been found to attract a high degree of sophisticated invalid traffic – aka bots.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Ghosts In The Machine The rise of machine-learning-powered ad products from Google and Meta is changing the performance marketer’s job from a hybrid creative tactician, media hound and command pilot to, well, someone who just feeds data, text prompts and raw creative assets […]

Integral Ad Science (IAS) beat its earnings and revenue estimates for the second quarter despite belt-tightening among advertisers and fallout from the recent TrueView scandal.

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Rotem Shaul, CEO at Primis. Since the coronavirus pandemic started, the online advertising ecosystem has experienced two major trends: higher traffic and lower budgets. More supply and less demand has forced many publishers to […]