Any hint that ad fraud might be just a little more under control is welcome. Research from Integral Ad Science finds ad fraud rates dropping back to 2019 levels. Brand risk was stabilized and viewability showed slow but steady growth, touching record high levels.
From large to small enterprises, data quality management is emerging as an actual practice, with more than half having data quality metrics in place. Less positively, only a quarter of those enterprises measure and report those metrics consistently. Plus, the metrics are being applied overwhelmingly to structure rather than unstructured data.
In more good news, Pixalate reports a notable 11% decrease in programmatic ad spend going to made-for-advertising websites since October 2023. Sites flagged as MFA in the U.S. alone still account for 12% of programmatic ad spend. And no less than two thirds are selling ads through Google Ad Exchange.
Adobe has announced a new solution within its GenStudio suite, GenStudio for Performance Marketing. This self-service application is aimed at accelerating the creation of display and social ads, emails and banners using approved, on-brand content. The solution will leverage Adobe Firefly as well as third-party LLMs.