Behind Headlines: 180 Seconds in Ad Tech — Consolidation, Fraud & Testing New Products

3
at
3
minutes
Technical Level
September 3, 2021
Brooke Keating
Sales Manager
Andrew Dykes
Sales Manager

This week in Behind Headlines: 180 Seconds in Ad Tech we’re talking about new acquisitions by DoubleVerify who recently settled its multibillion dollar IPO, as well as Freestar wishing to expand their scale into the mobile app space. Unsurprisingly, another massive CTV fraud scheme has been uncovered this week, costing advertisers millions of dollars per month. On the lighter side, we’re discussing a few interesting products on the verge of release by Tiktok and Reddit.




Hey there! This is Andrew & Brooke at Sharethrough. In this episode we'll be giving you a quick recap of what happened the week of August 23rd in ad tech, in 180 seconds. Let’s go!

Fresh off its multibillion dollar IPO, DoubleVerify completed its first acquisition of their fellow ad-verification competitor based in Berlin called Meetrics. The move was an effort by DoubleVerify to quickly expand its presence in the EMEA region. This type of ad tech consolidation is expected to continue with the recent flurry of fundraising through IPOs and SPACs. (Source: Adweek)

Speaking of which, Freestar, who recently acquired Chocolate, the header-bidding for mobile apps company, completed another acquisition this week of fellow publisher ad management company Sortable. The deal is said to expand Freestar’s inventory by 30% to almost 1,000 publishers. Expanding their scale makes it easier for DSPs and SSPs to seamlessly form data partnerships with many publishers at once, which is especially important to the scale and effectiveness of identity solutions. (Source: AdExchanger)

Who doesn’t love those tireless, aggressive cookie notification pop-ups? Over the last year, this has become the reality in the UK, and the response hasn’t been so great. The enforcement of privacy regulations set by GDPR has recently prompted the British government to call for new data protection laws that aren’t so intrusive. And it’s not just pop-ups that are cited as an issue, but also pointless bureaucracy and heavy compliance costs. Furthermore, earlier this year, Google said it would not remove third-party cookies in Chrome without the approval from the UK’s respective consumer privacy and antitrust regulatory agencies. However, if the UK takes less limiting actions on the use of third-party cookies, this could completely alter Chrome’s plans to deprecate the third-party cookies next year. (Source: AdExchanger)

Continuing the trend of modern sites focusing their monetization on native ads, Reddit rolled out a new native unit called “Conversation Placement.” The ads are placed between the original post and the start of the comment section, a section where they’ve previously never allowed ads to run. Reddit is notoriously careful about rolling out any new ads to their advertising-averse user base and spent a year testing the ads with a select group of advertisers before fully rolling it out. (Source: AdExchanger)

Tiktok is making it easier than ever for brands to work with its influencers. The company’s all-new Tiktok Creator Marketplace allows partners to tap into their first-party data, giving them access to audience demographics, growth trends, best-performing videos and real-time campaign reporting such as views, likes, shares, comments, and more! On top of that, advertisers can bring this data back into their own platforms to improve their own insights. (Source: Techcrunch)

Another week, another massive CTV fraud scheme is uncovered. This time ad measurement and verification company Method Media Intelligence (or MMI) uncovered a CTV fraud scheme they named “RapidFire,” that had been costing advertisers about $20 million per month. RapidFire is technically different from other bot-based CTV fraud schemes because of how it “spoofs” CTV inventory across a number of apps, IP addresses and devices. MMI said the solution to fixing these types of schemes is for the industry to move away from relying on IP addresses to verify CTV measurement and for DSPs to better enforce the IAB’s app-ads.txt tool that is supposed to reduce this type of fraud. (Source: AdExchanger)

Thanks for tuning in! For more in-depth information or to subscribe to these weekly updates, check out the links in our blog. This has been Brooke & Andrew at Sharethrough for our weekly 180 second-recap in Ad tech. See you next week!

About Behind Headlines: 180 Seconds in Ad Tech—

Behind Headlines: 180 Seconds in Ad Tech is a short 3-minute podcast exploring the news in the digital advertising industry. Ad tech is a fast-growing industry with many updates happening daily. As it can be hard for most to keep up with the latest news, the Sharethrough team wanted to create an audio series compiling notable mentions each week.

This week in Behind Headlines: 180 Seconds in Ad Tech we’re talking about new acquisitions by DoubleVerify who recently settled its multibillion dollar IPO, as well as Freestar wishing to expand their scale into the mobile app space. Unsurprisingly, another massive CTV fraud scheme has been uncovered this week, costing advertisers millions of dollars per month. On the lighter side, we’re discussing a few interesting products on the verge of release by Tiktok and Reddit.




Hey there! This is Andrew & Brooke at Sharethrough. In this episode we'll be giving you a quick recap of what happened the week of August 23rd in ad tech, in 180 seconds. Let’s go!

Fresh off its multibillion dollar IPO, DoubleVerify completed its first acquisition of their fellow ad-verification competitor based in Berlin called Meetrics. The move was an effort by DoubleVerify to quickly expand its presence in the EMEA region. This type of ad tech consolidation is expected to continue with the recent flurry of fundraising through IPOs and SPACs. (Source: Adweek)

Speaking of which, Freestar, who recently acquired Chocolate, the header-bidding for mobile apps company, completed another acquisition this week of fellow publisher ad management company Sortable. The deal is said to expand Freestar’s inventory by 30% to almost 1,000 publishers. Expanding their scale makes it easier for DSPs and SSPs to seamlessly form data partnerships with many publishers at once, which is especially important to the scale and effectiveness of identity solutions. (Source: AdExchanger)

Who doesn’t love those tireless, aggressive cookie notification pop-ups? Over the last year, this has become the reality in the UK, and the response hasn’t been so great. The enforcement of privacy regulations set by GDPR has recently prompted the British government to call for new data protection laws that aren’t so intrusive. And it’s not just pop-ups that are cited as an issue, but also pointless bureaucracy and heavy compliance costs. Furthermore, earlier this year, Google said it would not remove third-party cookies in Chrome without the approval from the UK’s respective consumer privacy and antitrust regulatory agencies. However, if the UK takes less limiting actions on the use of third-party cookies, this could completely alter Chrome’s plans to deprecate the third-party cookies next year. (Source: AdExchanger)

Continuing the trend of modern sites focusing their monetization on native ads, Reddit rolled out a new native unit called “Conversation Placement.” The ads are placed between the original post and the start of the comment section, a section where they’ve previously never allowed ads to run. Reddit is notoriously careful about rolling out any new ads to their advertising-averse user base and spent a year testing the ads with a select group of advertisers before fully rolling it out. (Source: AdExchanger)

Tiktok is making it easier than ever for brands to work with its influencers. The company’s all-new Tiktok Creator Marketplace allows partners to tap into their first-party data, giving them access to audience demographics, growth trends, best-performing videos and real-time campaign reporting such as views, likes, shares, comments, and more! On top of that, advertisers can bring this data back into their own platforms to improve their own insights. (Source: Techcrunch)

Another week, another massive CTV fraud scheme is uncovered. This time ad measurement and verification company Method Media Intelligence (or MMI) uncovered a CTV fraud scheme they named “RapidFire,” that had been costing advertisers about $20 million per month. RapidFire is technically different from other bot-based CTV fraud schemes because of how it “spoofs” CTV inventory across a number of apps, IP addresses and devices. MMI said the solution to fixing these types of schemes is for the industry to move away from relying on IP addresses to verify CTV measurement and for DSPs to better enforce the IAB’s app-ads.txt tool that is supposed to reduce this type of fraud. (Source: AdExchanger)

Thanks for tuning in! For more in-depth information or to subscribe to these weekly updates, check out the links in our blog. This has been Brooke & Andrew at Sharethrough for our weekly 180 second-recap in Ad tech. See you next week!

About Calibrate—

Founded in 2015, Calibrate is a yearly conference for new engineering managers hosted by seasoned engineering managers. The experience level of the speakers ranges from newcomers all the way through senior engineering leaders with over twenty years of experience in the field. Each speaker is greatly concerned about the craft of engineering management. Organized and hosted by Sharethrough, it was conducted yearly in September, from 2015-2019 in San Francisco, California.

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