THE NEXT BIG SOURCE OF AD FRAUD: ATTRIBUTION: In Airbnb’s business model, supply partners are ones who generate consumers who list their residences for rent, while demand partners are ones who generate consumers who want to rent. Fraudsters gaming the attribution systems used to validate those supply and demand actions have been costing Airbnb millions in affiliate commissions. Read More: www.mediapost.com
While the initiative can help lower fraud rates by keeping ads away from spoofed domains and low-quality arbitraged inventory, it’s possible the difference in these fraud rates is partly driven by self-selection bias. Txt adoption might have taken ad fraud seriously from the beginning and have other guards in place that drive their fraud rates down. Read More: www.emarketer.com
Over half of fraudulent mobile apps are categorized as Games or Tools and Utilities. 1.6-times more new fraudulent ads in apps were identified in 2018 than in 2017. Read More: www.zdnet.com
GOOGLE’S NEW COOKIES FEATURES MAY HAMPER ONLINE ADVERTISING, IMPROVE PRIVACY: New measures limiting the use of cookies in the Google Chrome browser will give users more easy-to-access information and power over which cookies websites have installed on their browsers, crucially distinguishing between cookies that actually help you and those that glean data for advertisers. The dust is starting to settle on the announcement Google made at the conference, even if the details have yet to emerge, but a blog post about the new Cookies points out that they will limit the way third-party companies can use cookies in the Google Chrome browser while at the same time giving s its own use of cookies and ability to build personalized ads, a boost. Read More: www.cmswire.com
GOOGLE, FACEBOOK: WE’RE COMMITTED TO TRANSPARENCY: Both platform executives – Facebook Director of Advertising Research Daniel Slotwiner and Google Senior Product Manager Alec Berntson – said they were committed to working with the MRC, as well as advertisers, agencies and various third-party measurement firms, to create greater transparency and validity, but they also needed to balance those efforts against increasing needs to ensure their users’ privacy. The biggest tension in the discussion focused on whether, how and when the platforms would enable their user data to be accessed in a way that would enable advertisers to conduct meaningful attribution analyses. Read More: www.mediapost.com