Behind Headlines: 180 Seconds in Ad Tech — Fraud in CTV & Focus on Privacy

2
at
2
minutes
Technical Level
August 13, 2021
Vanessa Purchio
Marketing Communications Specialist
Benoit Skinazi
SVP Marketing & Communications

This week in Behind Headlines: 180 Seconds in Ad Tech we’re talking about Integral Ad Science’s acquisition of Publica, Double Verify’s latest shut down of CTV fraud, FLoC’s potential pivot to topic instead of cohort IDs, Facebook’s privacy conscious approach to ads and Ad blocker company Eyeo’s launch of their new DSP Trestle.

Hey there! This is Ben and Vanessa at Sharethrough. In this episode we'll be giving you a quick recap of what happened the week of August 9th in ad tech, in 180 seconds. Let’s go! 

Earlier this week, Integral Ad Science announced they’ve acquired CTV ad platform Publica for $220 million. The deal expands Integral Ad Science’s CTV capabilities for both publishers and advertisers. Together, they will also be introducing the “industry's first CTV verification solution for global invalid traffic”. (Source: tvtech)

Fraud in CTV? Recently, Double Verify reported shutting down a scheme in CTV dubbed “SmokeScreen”. The scam takes control of users’ screens to generate fake ad impressions even when they’re not in use, running up what DoubleVerify predicts up to millions for advertisers affected. The scheme seems to be targeting external CTV devices particularly, although Double Verify has declined to say which devices have been affected. (Source: AdExchanger)

There’s a new update in the privacy sandbox rollout towards a cookieless future! Google has shared the news that they’re potentially going to adopt a topic-based approach for FLoC as opposed to a cohort-based one as originally planned. As opposed to cohort IDs, assigning sites a topic can help advertisers narrow down how ads are targeted. Also, topics can result in a much shorter list of approximately 265 versus 30,000 cohort IDs according to tech Lead Manager for Google’s Privacy Sandbox, Josh Karlin. (Source: Digiday)

Facebook is making good progress on its ongoing effort to respect user privacy. The company will be pivoting its efforts to make ads more privacy-conscious. One of the techniques being explored is called “differential privacy” and involves withholding information on individuals taken from datasets. With looming privacy legislation and giants like Apple & Google taking proactive measures in response, the pressure is on for Facebook to fall in line as well. (Source: The Verge)

Ad-blocker company Eyeo has launched a new DSP this week called “Trestle”. Trestle will make it easier for agencies to work directly with the company, bypassing the need for an intermediary allowing clients to “plug directly into existing campaign infrastructure”. The company, which previously had created the Audience Acceptable Program that helps platforms like Google and Taboola serve ads to ad-blocker users, says Testle will also improve the value of the program. (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 Ben & Vanessa 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 Integral Ad Science’s acquisition of Publica, Double Verify’s latest shut down of CTV fraud, FLoC’s potential pivot to topic instead of cohort IDs, Facebook’s privacy conscious approach to ads and Ad blocker company Eyeo’s launch of their new DSP Trestle.

Hey there! This is Ben and Vanessa at Sharethrough. In this episode we'll be giving you a quick recap of what happened the week of August 9th in ad tech, in 180 seconds. Let’s go! 

Earlier this week, Integral Ad Science announced they’ve acquired CTV ad platform Publica for $220 million. The deal expands Integral Ad Science’s CTV capabilities for both publishers and advertisers. Together, they will also be introducing the “industry's first CTV verification solution for global invalid traffic”. (Source: tvtech)

Fraud in CTV? Recently, Double Verify reported shutting down a scheme in CTV dubbed “SmokeScreen”. The scam takes control of users’ screens to generate fake ad impressions even when they’re not in use, running up what DoubleVerify predicts up to millions for advertisers affected. The scheme seems to be targeting external CTV devices particularly, although Double Verify has declined to say which devices have been affected. (Source: AdExchanger)

There’s a new update in the privacy sandbox rollout towards a cookieless future! Google has shared the news that they’re potentially going to adopt a topic-based approach for FLoC as opposed to a cohort-based one as originally planned. As opposed to cohort IDs, assigning sites a topic can help advertisers narrow down how ads are targeted. Also, topics can result in a much shorter list of approximately 265 versus 30,000 cohort IDs according to tech Lead Manager for Google’s Privacy Sandbox, Josh Karlin. (Source: Digiday)

Facebook is making good progress on its ongoing effort to respect user privacy. The company will be pivoting its efforts to make ads more privacy-conscious. One of the techniques being explored is called “differential privacy” and involves withholding information on individuals taken from datasets. With looming privacy legislation and giants like Apple & Google taking proactive measures in response, the pressure is on for Facebook to fall in line as well. (Source: The Verge)

Ad-blocker company Eyeo has launched a new DSP this week called “Trestle”. Trestle will make it easier for agencies to work directly with the company, bypassing the need for an intermediary allowing clients to “plug directly into existing campaign infrastructure”. The company, which previously had created the Audience Acceptable Program that helps platforms like Google and Taboola serve ads to ad-blocker users, says Testle will also improve the value of the program. (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 Ben & Vanessa 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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