Anti-fraud vendor Pixalate has seems like an optimist: they found a mere 19% of U.S. programmatic ads are invalid traffic, which usually indicates fraud. The U.S. showed more fraud than Canada or the big European countries, although less than India, Russia, and Brazil. Video showed more fraud than Web ads and in-app ads are worse than both.
We were looking forward to Salesforce releasing a proper Customer Data Platform so they could start to educate rather than confuse the industry.
All that investment must mean that somebody is buying martech, right? Sure enough, Merkle found that more marketers (32%) would invest extra budget in data, analytics and tech than in media, content, or staff. Not coincidentally, about one-third report major improvements in conversion rates after implementing personalization.
Procrastinators of the world can throw a party whenever they get around to it: Google has once more pushed back complete third-party cookie deprecation. The new target is “early next year.” Reasons for the delay include concerns expressed by U.K. data regulator Information Commissioner’s Office, an ongoing inquiry by the U.K. Competition and Markets Authority, and widespread discontent in the advertising ecosystem.