Online Advertising Still Sucks: Fall 2020 Edition 10/16/2020 – MediaPost Communications

Online Advertising Still Sucks: Fall 2020 Edition 10/16/2020 – MediaPost Communications

The last time I wrote about ad fraud was on May 15. So I think we are long overdue for another episode of Online Advertising Still Sucks, so it is with trepidation that I present to you the Fall
2020 edition.

EMarketer, in partnership with Oracle’s Moat, updates us this month on the latest state of play. Sadly, nothing has really changed. Things are still bad —
globally bad. Billions of dollars in money down the drain.

The fraud industrial complex knows exactly where to play. They know we like our smartphones, and they know we like to
watch videos. So what’s the No. 1 fraud platform? Smartphones. According to AppsFlyer, more than one in five paid app installs worldwide were fraudulent over the summer of 2019, and the vast majority
are on Android, which is of course the No. 1 global smartphone platform.

And the No. 1 fraudulent medium? Videos! White Opps reported that surveyed Association of National
Advertisers members reported 14% of mobile web video impressions and 8% of mobile in-app video impressions were fraudulent. And these are the results from among the globally biggest, smartest, and
best equipped advertisers in the world. Imagine how bad the numbers must be for all other advertisers!

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The fraudsters also know how advertisers are placing most of their
inventory, so programmatic is still the main place where fraudulent impressions are generated. And because we are all working from home, with our connected TVs on all day, the fraudsters have also
discovered this lucrative platform. In 2019, Pixalate 
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