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January 2020

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This article was originally published on AdExchanger. The average page load on an ad-supported website includes 172 network requests just for advertising, according to recent research. That’s 172 opportunities for a publisher’s audience data to be collected, stored and re-monetized by other partners every time a page displays. The rise of header bidding has only made this data leakage worse. One agency buyer recently

This article was originally published on AdExchanger Ad fraud is present across all layers of the advertising ecosystem, but there is one behavioral factor that is more likely to predict the presence of fraudulent bots than any other: third-party traffic sourcing. Fifty-two percent of sourced traffic was bot fraud in a recent study [PDF] by White Ops and the Association of National Advertisers

This article was originally published on AdExchanger. The death of the cookie has been predicted since at least 2013, but the third-party cookie has lingered so long because the advertising industry still depends on it – more than most will admit. Everyone praises the first-party cookie, but advertising buying platforms continue to use third-party cookies to sync with first-party data. The third-party cookie

This article was originally published on AdExchanger. According to the IAB's Outlook for Data Report, marketers plan to spend more money on data than ever. But just as investment peaks, questions are arising about the accuracy and legitimacy of this proliferation of data. Location data in particular has been in the spotlight recently, with some reports claiming that up to 80% of lat/long

This article was originally published on AdExchanger For the first time this year, more than half of digital display advertising spending will be transacted programmatically. The practice of media trading with RTB, private marketplaces and other programmatic channels has become commonplace as both advertisers and publishers treat display as a commodity. But it wasn’t always this way. It took more than a decade

This article was originally published on AdExchanger The digital advertising industry is moving toward transacting on viewable impressions rather than the rendered impression, also known as the classic CPM. This is already the reality with many video providers, as big players such as Twitter and Facebook charge advertisers only when their video is viewed for a minimum length of time. Since the industry is already moving toward

This article was originally published on AdExchanger Programmatic has long promised to make interactions between publishers and buyers more scalable and efficient, but over the years the opposite has occurred. Now the landscape is littered with data providers, yield optimizers, ad servers, demand- and supply-side platforms and third-party verification companies, among others. The emerging technology needs of brands and publishers drove the

This article was originally published on AdExchanger Following the industry’s adoption of viewability as a core metric, even moving toward transacting on vCPM, advertisers are now eyeing other measures that can tell them more about which factors ultimately drive engagement and conversions. With video advertising gaining traction on Facebook and Twitter, the muting-by-default behavior on these platforms has advertisers starting to ask about

This article was originally published on AdExchanger Although White Ops estimated that Methbot siphoned $3 million to $5 million per day from advertisers, fraud where domains are falsified carry a hidden price tag that costs the industry much more. Since Methbot and similar operations send a false domain location, such as, false data is also being passed along and bundled with

This article was originally published on AdExchanger Few technologies are riding as high on the hype curve right now as blockchain. With its distributed nature, smart contract functionality and security features, it’s been heralded as the latest savior to ad tech’s admitted transparency problems. Though the underlying technology is complex, blockchain is straightforward in concept. It’s a specialized, distributed database that contains an ever-growing list