Over-the-top may be the new hotness, but sellers need to prove it before advertisers will really start to bite. On Thursday, Samsung’s advanced TV division, Samsung Ads, said that it’s partnering with Oracle Data Cloud’s Moat to measure viewability and the invalid traffic (IVT) rates for ad delivery on over-the-top inventory across Samsung Smart TV […]
Oracle has uncovered an ad fraud operation it calls “DrainerBot,” which siphoned off ad dollars and monthly data packages. Oracle’s internet infrastructure business Dyn originally discovered the operation after it picked up suspicious activity among some mobile apps using an SDK from Tapcore, a Dutch mobile monetization company. The apps obscured web data with proxy […]
Since Oracle Data Cloud’s creation four years ago, following the acquisitions of data sellers Datalogix and BlueKai, it has taken a central role in powering Oracle’s core products. Oracle Data Cloud further enhanced its ability to measure the digital media supply chain with its $850 million acquisition of Moat and the $400 million acquisition of […]
Vista Equity Partners’ plan to buy a majority stake in Integral Ad Science – valuing the company at $820 million, according to AdExchanger sources, or up to $850 million, according to Axios – underscores the ongoing importance of ad verification and the pressure these vendors face to grow their product offering to remain competitive. “There’s […]
Brands, agencies, publishers and vendors agree that while the industry is rife with ad quality issues, programmatic isn’t the culprit. “Programmatic is not the problem,” said Shaune Kolber, programmatic creative and ad fraud manager at Dell, at AdExchanger’s Programmatic I/O conference in New York City on Thursday. “It’s a way of buying. It’s not supposed […]
MoPub is getting very cozy with its viewability vendors. On Thursday, the Twitter-owned mobile ad exchange released the latest version of its SDK, bundled with viewability support from Integral Ad Science and Moat. MoPub’s SDK is integrated with just shy of 50,000 apps. As the buy side bangs the drum on independent verification and uniform […]
For Vice Media, an edgy, youth-oriented publisher rooted in eccentricity, being brand-safe means giving advertisers enough control over their ad placements to keep the briefs coming. “There’s certain content brands would like to be associated with and certain content they would not,” said Andrew Smith, VP of digital for Vice Media. He noted that much of […]
ComScore will offer viewability and nonhuman traffic detection for free on desktop and mobile, the company said Wednesday. ComScore’s move to eliminate fees on what it terms “baseline” metrics coincides with its launch of a self-serve interface that integrates both its fraud detection and viewability reporting. The product, which was partly built on comScore’s acquisition […]
Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. When the news dropped that Oracle would acquire Moat, DataXu CEO Mike Baker’s first thought was not that Oracle had made a big move in measurement, but that it had bought a piece of the walled garden action. “At some level you can look […]
Many New York City-based ad tech leaders saw Tuesday’s acquisition of Moat by the Silicon Valley titan Oracle as a testament to the city’s distinct startup ecosystem. The Moat deal was a victory for the city and “a validation of the tech scene here,” said DataXu CEO Mike Baker, a prolific ad tech angel investor, […]
