After a short break, we’re back with all your must-read ad tech news for the week. If you received this email, it means you have subscribed to our newsletter in the past. Every Thursday, you’ll have the latest ad tech news and insights sent straight to your inbox.
This week: LiveRamp buys measurement startup Data Plus Math, ad fraud is still on the rise, a new group is formed to address the issue of responsible media, Facebook tries its luck at the upfronts, and much more.
Now let’s get back into it…
Data Plus Math, a measurement startup has been acquired by LiveRamp. The startup helps advertisers understand who watched their TV ads and combines it with both online and offline consumer behavior data. With this buy, LiveRamp will now be able to combine multiple data sets to help advertisers run effective campaigns.
We Know So Much About Ad Fraud, So How Can It Still Be Growing?→
The digital ad industry has always faced issues against fraud. And although we’ve learned a lot about ad fraud, the number of dollars lost due to fraud keeps increasing. A few reasons for this are complex online advertising transactions, low incentive for reform, and loose regulations compared to other industries.
Big media players, global advertisers, and leading agency holding companies are working together to make media more responsible. The newly launched Global Alliance for Responsible Media held its first meeting last week in Cannes. The group aims to fix brand-safety issues and hold digital platforms accountable for what surfaces on them.
Privacy laws have been developing all over from the EU’s GDPR to California’s Consumer Privacy Act. With these new legal frameworks in place, the industry is moving toward using first-party data rather than third-party data. With rising concerns of user privacy, the ad industry will have to think about privacy-compliant tech solutions if they want to remain competitive.
A recent study estimated that advertisers will lose $42 billion of global ad spend to fraudulent activity this year alone. That number is expected to climb to $100 billion by 2023. Viant, a people-based technology company, has created a new fraud prediction tool to combat this. The tool uses machine learning to create a score based on past performance and the likelihood of a fraudulent bid request. This score determines whether the bid request is discarded or not.
Facebook participated in the upfront marketplace for the first time this year to land ad deals for their video service, Facebook Watch. While it was their first year competing for TV and video advertising dollars, Facebook participation this year was mainly focused on learning in order to secure more advertising dollars next year.
In the past, publishers have been tasked with constantly improving with little feedback about their performance and how they stack up against the competition. Data and new tech tools are now allowing publishers to collaborate with advertisers, agencies, and other tech providers to benefit all parties involved.
The real-time bidding process has been criticized by the UK’s data protection watchdog. This resulted in giving the ad tech industry six months to assess and revise its current processes of RTB procedures, specifically in terms of transparency and consent. The ICO is set to review the industry in six months to ensure these concerns were addressed.
The Designing Accounting Safeguards to Help Broaden Oversight and Regulations on Data (DASHBOARD) Act is a bill that would require tech giants like Facebook, Google, and Amazon to publicly disclose the commercial value of user data. DASHBOARD also require companies to disclose what and how data was collected. The bill is targeted at a handful of tech giants and aims to create more transparent practices.