Every Monday we present you a curated list of top AdTech stories in a condensed, easily-digestible format. The goal is simple: maximum knowledge at minimum reading. All you need is five minutes of spare time and a cup of good coffee.
Here’s last week’s portion of interesting industry news:
The Next Big Source Of Ad Fraud: Attribution [MediaPost]
Airbnb and its verification firm Impact USA showed some shocking fraud figures at the I-COM Global Summit.
Key points:
- Conventional forms of advertising fraud already account for one out of every three dollars spent by digital advertisers
- Fraudulent activity is attributed to the supply and demand sides of Airbnb’s partnership models
- Fraudsters have been costing Airbnb millions in affiliate commissions
The Walled Gardens Are Eating Open Programmatic – Here’s How They Do It [AdExchanger]
Walled gardens like Google and Facebook are an increasing menace to independent AdTech
Key points:
- Google, Facebook and Amazon make fortunes using their own inventory but on top of that they are bidding into nearly every programmatic auction that takes place across the open internet.
- Programmatic is growing but the growth is mostly attributed to the walled gardens while independent AdTech firms struggling.
- Programmatic ad spend is estimated to hit $49.8 billion in 2019, of which independent adtech account for only $16 billion (and shrinking).
Data Consistency: The Real Challenge For Marketers In A Post-ITP World [AdExchanger]
The information available to the marketer is incorrect on Safari and correct on Chrome, but the main issue is that the marketer will probably not be able to determine which dataset to make marketing decisions on, because the data is skewed in up to half the population.
We go into more details about what the ITP 2.2 and other versions mean for AdTech in another post on our blog. You can read it here.
Key points:
- Chrome now introduces new privacy controls, letting developers define whether the cookies they set can be used in a third-party context. Users will be offered an easy way to block third-party cookies on an opt-in basis.
- ITP 2.2 in Safari automatically blocks third-party cookies, breaking ad frequency, retargeting and view-through attribution numbers. On top of that, it also limits the first-party tracking cookies to either one or seven days.
- On Safari, where view-through attribution is made impossible and clickstream data extinguish after one or seven days, the journey would be broken and channel performance would be reported as follows: Display: one impression, no assisted visit or assisted conversion; Direct: one new visit, no last click or assisted conversion; Paid search: one new visit, one last click conversion;
- On Chrome, where only opt-in users block third-party cookies and web analytics cookies are not impacted, the journey would look much different: Display: one impression, one assisted conversion; Direct: one new visit, no last-click conversion, one assisted conversion; Paid search: one returning visit, one last-click conversion
IAB Identifies Audience Motivations and Mindsets as Signals Required to Better Inform Targeting Strategies for Digital Video [Adtech Daily]
During 2019 IAB Digital Content NewFronts IAB released their study into how consumers motivations and mindsets influence receptivity to advertising. The A Day in the Life of Video Viewers study shows that consumers watch video on different screens throughout the day. Motivations impact consumers’ receptiveness to advertising. This data provides valuable information about how advertisers can more effectively connect with consumers.
Key points:
- IAB’s mindset descriptions include: Relaxation, Appointment, Spontaneous, Escapist, Educational, Informative
- The Viewers are significantly more attentive to both content and ads when watching videos for educational/instructional purposes
- The findings connected with mindset also change depending on device used by the consumer
