RE: Ad tech bubble16 Feb 2021 13:35
Vinniw
"Are you saying that every company involved in AD Tech is fraudulent?"
No, I never said that. When major fraud is detected within any sector, all companies within the sector are impacted, as was the case after Methbot fraud was exposed in 2016. P&G then demanded major changes to transparency, loss of trust, using fewer DSPs/SSPs, hence the M&A activity over the past 3 yrs.
This was an article which the ex-Chief Operating Officer of rthm(now merged with trmr) wrote. He has many years experience of ad tech model.
Dan Slivjanovski, ex COO/CMO of rthm talks about fraud and transparency within the ad tech ecosystem...
"Trust in an Ad-Supported Internet is Eroding.
Fake news, digital ad fraud, and data privacy are pressing issues threatening the trust and confidence in an ad-supported internet. "
Fraud Follows the Money
"Third-party verification has successfully reduced desktop digital ad fraud to low single digits.
Now, with mobile apps commanding more than 50% of a consumer's time online, advertiser demand for quality mobile inventory has swelled. In return, we've seen an 800% increase of in-app ad fraud. Expect that in-app ad fraud will continue to accelerate as fraud follows the money. Also, expect emerging premium, high-growth media types such as connected TV (CTV) to draw the attention of fraudsters in line with sharp increases in budget allocation."
http://www.adotas.com/2019/01/2019-ad-predictions-cmo-doubleverify/
and more recently:
And as I said can lead to major changes within ad tech ecosystems
Doubleverify have discovered more CTV fraud. This is likely to call for another round of calls for transparency and possible pulling back of CTV spending by advertisers, as it did in 2017.
CTV Fraud Scheme Costs up to $50m
"Discovered by digital media measurement and verification platform DoubleVerify, the scheme named ParrotTerra is estimated to have cost advertisers between USD $30m (£21.7m) and USD $50m (£36.1m) in stolen spend."
The fallout from ParrotTerra will no doubt amplify calls for greater transparency across the CTV supply chain, and more comprehensive solutions for tackling bad actors."
https://www.exchangewire.com/blog/2021/02/10/bloomberg-media-aspires-for-100m-from-consumer-subs-ctv-fraud-scheme-costs-up-to-50m/