Home Ad Exchange News YouTube Allows Third-Party Viewability Measurement ; Ad Injection Is Still A Thing
Ad Exchange News

YouTube Allows Third-Party Viewability Measurement ; Ad Injection Is Still A Thing

By AdExchanger

SHARE:

thirdpartypartyHere’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.

YouTube Welcomes Moat Et Al

Google has opened the door to third-party viewability measurement on YouTube. Moat, Integral Ad Science, comScore and DoubleVerify have all been approved to track campaigns on the video platform, beginning in early 2016. The move follows a similar concession by Facebook last month. Commenting for a DoubleClick blog post, Unilever CMO Keith Weed said, “This move will generate better industry-wide standards across viewability and third party verification practices and continues the momentum in the right direction.” Read more.

Ad Fraud’s Newest (Old) Needle

WhiteOps and Forensiq tell The Wall Street Journal they have seen a slight lift in ad injection schemes. Google has waged its own campaign against ad injection, saying the practice is more dangerous than industry observers give it credit for. WhiteOps CEO Michael Tiffany says, “I don’t think most publishers have caught on to the way they’re being victimized.” Ad injection was among the original ad tech bogeymen. The last time ad injection was in the news, in 2012, Sambreel was the big perpetrator via browser plugins that dropped ads on About.com, The New York Times and others. Read more.

Candy Crushing It

Activision Blizzard, one of the world’s largest video game companies, purchased the mobile game publisher King Digital (best known for Candy Crush) for $5.9 billion, reports Christopher Palmeri at Bloomberg. The acquisition comes as other gaming titans, including Nintendo, are pivoting into the mobile sphere. The big money is still in the hardware and traditional video game systems, but mobile is catching up as apps figure out how to monetize. More. Related: Re/code’s Peter Kafka on the stages of game app revenue.

Danger: Hard Hat Area

Amazon is set to open its first permanent retail location, a book shop in a Seattle mall where a Barnes & Nobles once stood. So it goes. Walmart has recently claimed its physical infrastructure is a differentiating advantage over Amazon, which the ecommerce powerhouse appears to have taken as a challenge. Richard Macauley writes for Quartz that Amazon’s in-store inventory will be “selected by a mixture of big data algorithms and human curators,” and is one part of a larger effort to build a real-world shopping, shipping and delivery chain. Google, on the other hand, just killed its first brick-and-mortar push. So it goes. More.

CJ Affiliate Automates Some Functions

Affiliate marketing company CJ Affiliate (owned by Conversant, owned by Epsilon, owned by Alliance Data Systems) has activated its Placements Marketplace, designed to automate some of the manual processes for buying and selling media in affiliate channels.The tool was developed to help buyers plan and measure their buys, allowing them to search for inventory based on format, publisher, seasonal events or KPIs. For sellers, the tool shows what inventory is available and automates parts of the workflow including the I/O and payment processing. Read the release.

Subscribe

AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

Daily Roundup

Daily News Roundup

Lifting The Veil On Surveillance; Amazon Gives It Another Go With Shoppable TV

You’re Hired!

But Wait, There’s More!

Must Read

The FTC's latest staff report has strong message for social media and streaming video platforms: Stop engaging in the "vast surveillance" of consumers.
Privacy

FTC Denounces Social Media And Video Streaming Platforms For ‘Privacy-Invasive’ Data Practices

The FTC’s latest staff report has strong message for social media and streaming video platforms: Stop engaging in the “vast surveillance” of consumers.

Publishers

Publishers Feel Seen At The Google Ad Tech Antitrust Trial

Publishers were encouraged to see the DOJ highlight Google’s stranglehold on the ad server market and its attempts to weaken header bidding.

Albert Thompson, Managing Director, Digital at Walton Isaacson
Agencies

To Cure What Ails Digital Advertising, Marketers And Publishers Must Get Back To Basics

Albert Thompson, a buy-side veteran with 20+ years of experience, weighs in on attention metrics, the value of MFA sites, brand safety backlash and how publishers can improve their inventory.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
A comic depiction of Google's ad machine sucking money out of a publisher.
Google antitrust trial

DOJ vs. Google, Day Five Rewind: Prebid Reality Check, Unfair Rev Share And Jedi Blue (Sorta)

Someone will eventually need to make a Netflix-style documentary about the Google ad tech antitrust trial happening in Virginia. (And can we call it “You’ve Been Ad Served?”)

Comic: Alphabet Soup
Online Advertising

Buried DOJ Evidence Reveals How Google Dealt With The Trade Desk

In the process of the investigation into Google, the Department of Justice unearthed a vast trove of separate evidence. Some of these findings paint a whole new picture of how Google interacts and competes with its main DSP rival, The Trade Desk.

Comic: The Unified Auction
Google antitrust trial

DOJ vs. Google, Day Four: Behind The Scenes On The Fraught Rollout Of Unified Pricing Rules

On Thursday, the US district court in Alexandria, Virginia boarded a time machine back to April 18, 2019 – the day of a tense meeting between Google and publishers.

Popular

  1. CTV Roundup

    NBCU Wants To Standardize The Pain Of Creative Ad Delivery

    Getting an approved CTV ad creative ready for delivery is still a mostly manual process. Which is why NBCU is launching a new product to centralize different quality assurance checks and creative ad tech partners.

  2. Comic: Peak RMN
    commerce

    Retailers Are Opening Themselves To Programmatic – But Will They Regret It?

    Most retailers are long past withholding their shopper data from programmatic tech. They prefer the low-hanging fruit. But was that a good decision?

  3. The FTC's latest staff report has strong message for social media and streaming video platforms: Stop engaging in the "vast surveillance" of consumers.
    Privacy

    FTC Denounces Social Media And Video Streaming Platforms For ‘Privacy-Invasive’ Data Practices

    The FTC’s latest staff report has strong message for social media and streaming video platforms: Stop engaging in the “vast surveillance” of consumers.

  4. Publishers

    Publishers Feel Seen At The Google Ad Tech Antitrust Trial

    Publishers were encouraged to see the DOJ highlight Google’s stranglehold on the ad server market and its attempts to weaken header bidding.

  5. PODCAST: AdExchanger Talks

    Podcast: AdRoll Rolls On

    Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. Among early programmatic ad platforms, 10-year-old AdRoll is unique in the breadth of its customer base. With 35,000 mostly small-to-mid-sized companies in its roster, AdRoll claims to be the most widely adopted standalone performance-marketing platform. AdRoll is profitable, and it expects to surpass $300 […]