[Marketing Week] Bob Koigi: Sounding the alarm over surge in holiday advertising fraud

[Marketing Week] Bob Koigi: Sounding the alarm over surge in holiday advertising fraud

23-12-2021 09:15:00 | Hits: 2858 | columnist: Bob Koigi | Tags:

With digital video and streaming viewership on an upward trajectory, there has been an increase in ad spend. Reports indicate that spending on online video will reach $62 billion this year worldwide, while Connected TV investments will approach $17 billion.

The holidays, in particular, drive a spike in spend and engagement. This spending however has seen a significant rise in fraudulent traffic on online video and CTV since mid-October. This is according to data from software platform for digital media measurement, data and analytics DoubleVerify, DV.

DV analyzed more than two billion ad impressions per day, identifying comprehensive fraud and sophisticated invalid traffic (SIVT) from hijacked devices to bot-based fraud and injected ads.

Brands have however continued to strengthen their advertising offerings through strategic partnerships and adopting innovative solutions.

Ogury, a global technology player in mobile advertising anchored in privacy protection, recently announced a direct integration with global advertising technology company, The Trade Desk. Media buyers can now access Ogury's high-performance, privacy-conscious mobile advertising solution directly through The Trade Desk.

In line with an industry-wide development towards Supply Path Optimization, this direct integration will enable agencies to run Programmatic Guaranteed campaigns, taking advantage of Ogury's curated inventory, data targeting capacities and international presence to run campaigns more efficiently.

In the acquisitions front, Storia, a brand amplification agency, part of the Integrum Worldwide marketing agency collective, has acquired digital and advertising creative agency Hell's Creative in an all-cash asset purchase transaction.

This is the first transaction in what is expected to be one of many for the group's aggressive acquisition plan. 

With this transaction and others expected to close before the end of 2022, Integrum Worldwide is working to position itself as one of the foremost marketing agency collectives in the world.

Global digital agency Dept has acquired Feed, an agency specializing in delivering hyper-personalized, content at scale for forward-thinking global brands such as eBay, Gumtree, and Ancestry.com.

With over 200 experts across offices in London, Manchester, San Francisco, Berlin, Sydney, Paris, and Toronto, Feed is set to accelerate its global growth by joining Dept.

Eindhoven-based intoAction has been acquired by iO (formerly Intracto Group). With the acquisition of intoAction, iO becomes one of the leading digital marketing experts in Adobe Suite, Salesforce, and HubSpot, with (soon) nearly 200 marketing automation specialists in total, spread across several campuses.

This important step reinforces iO’s mission to provide full-service and end-to-end solutions for clients who want to excel in the areas of strategy, content, creation, marketing and technology.

At the same time, Quartile, the ad optimization platform for top e-commerce marketplace sellers, has announced it has acquired Sidecar, a performance marketing technology provider for e-commerce retailers and brands that works across all major advertising platforms, including Google, Microsoft Bing, Facebook, Instagram, and Amazon.

And more brands have announced expansion of their offerings and operations as they seek to tap into the growing demand for services from a versatile customer base.

Outbrain Inc. a recommendation platform for the open web, has announced the global roll out for a new Native Advertising Header Bidding solution designed to help media partners boost their monetisation strategy by enabling Outbrain to serve ads on any ad placement.

Native Header Bidding allows the Outbrain advertising engine to programmatically bid into display and video ad units to serve Outbrain Native Ads. 

On the other hand, Triton Digital®, the global technology and services provider to the digital audio and podcast industry, has expanded its Podcast Reports to Canada.

The Canadian Podcast Report will provide insight into the Top Podcasts and Networks in Canada each month, as measured by Triton’s Podcast Metrics measurement service. The inaugural Canadian Podcast report will be issued in late Q1 2022.

In matters sustainability, TotalEnergies has launched the largest battery-based energy storage facility in France. Located at the Flandres center in Dunkirk, this site, which responds to the need for grid stabilization, has a power capacity of 61 MW and a total storage capacity of 61 megawatt hours (MWh). It is made up of 27 containers of 2.5 MWh, designed and assembled by Saft, TotalEnergies’ battery affiliate which notably develops advanced batteries for industry.

Bob Koigi is an editor at Marketing Report EU

 

www.marketingreport.eu


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