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Dear Display Advertising, Why'd You Have To Go & Make Things So Complicated?

…to display ad buys. This is a broad range of companies that generally fall into one of the following categories: brand safety (AdSafe, DoubleVerify) , analytics & attribution management (Convertro, C3 Metrics), creative creation and optimization (Adacado), ad serving (Mediaplex, Dart,…

Debunking The CTR To Find Truth In Viewability - Marketing Land

…What we’re seeing is a repeat of the scenario around online advertising verification, where there was a multitude of providers (e.g., DoubleVerify, Adsafe/Integral Ad Science and Proximic), but only a few became preferred companies. Even the IAB recognizes this is hindering its uptake. In…

MoPub partners with Pixalate, DoubleVerify to fight in-app ad fraud - Marketing Land

MoPub announced Tuesday it is partnering with Pixalate and DoubleVerify to help reduce invalid traffic (IVT) and in-app ad fraud on the Twitter-owned mobile ad exchange. Pixalate and DoubleVerify are accredited by the Media Rating Council (MRC) as mobile IVT-management vendors.Why you should careAs…

Anti-fraud tool Ads.txt looks vulnerable in botnet scam revelation - Marketing Land

…Rosenfeld, head of DoubleVerify’s Fraud Lab. “This scheme was specifically designed to take advantage of the industry-wide Ads.txt initiative and commit fraud that would not trigger Ads.txt violations with programmatic buyers.”Publishers: be vigilantThough DoubleVerify first identified…

Facebook passes key hurdle in MRC viewability reporting audit - Marketing Land

…companies after Facebook hands over the data — but, according to a press release (PDF) announcing the news, Moat, Integral Ad Science and DoubleVerify have agreed to let the MRC audit their portion of the process, as well.MRC’s audit process.Why it mattersViewability continues to be a…

YouTube sets stricter rules on videos that can carry ads - Marketing Land

…appear. Timing In the coming months. More reporting partners For third-party reporting, a beta with Integral Ad Science continues. A new beta with DoubleVerify is in the works. YouTube may also partner with OpenSlate, comScore and Moat this year. “The challenges we faced in 2017 have helped us…