PubMatic, which released its second Quarterly Mobile Index a few days ago.
found advertisers increasingly turning toward private marketplaces, or PMPs, to make their media buys across apps and the mobile web.
The in-app open market is festered with fraudulent inventory, lack of true measurement, accidental clicks and more.
A 2018 report from fraud-intelligence company Pixalate found app-based inventory had the highest concentration of invalid traffic, with roughly one in five of these ads serving up impressions to bots and bad actors—rates higher than ads served on desktops, tablets or even the mobile web.
The partnerships enable buyers on The Trade Desk, dataxu and Amazon’s own DSP to access Fire TV impressions exclusively through a private marketplace (PMP) in the U.S. developed by Amazon Publisher Services (APS), the sell-side technology group that also operates Amazon’s header bidding product.
Both Apple and Mozilla are restricting the ability to target on their respective browsers, and it’s forcing Google’s hand with Chrome.
This week on The Big Story, we take a look at some recent news related to Apple’s Intelligent Tracking Protection. Specifically, Apple has acknowledged that its policy could unintentionally break some practices that are crucial to online advertising, including measurement and attribution.
For consumers, Google proposed more prominent opt-outs and controls at the browser, website and ecosystem level. The company shared mock-ups that explain to users what data is being collected, who is collecting that data and what pieces of data led to the showing of a particular ad. There was also an option to block ads.
Google claimed publisher revenue decreased 52% on impressions without cookies, with news publishers specifically seeing a 62% revenue decline. This data, from a study with 500 publishers, repudiates another academic study released in May that showed only a 4% ad revenue increase from impressions with cookies.
Days after LinkedIn announced its Audience Engagement API, Omnicom has released a product built around it – an analytics tool called “Professional Audiences.”
The LinkedIn API returns aggregate-level audience data. So a search for executives in the creative production industry doesn’t return a list of targetable individuals, it returns lists of trending topics, publishers and news stories, cities and other features that index highly for that audience.
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