Marketers Gain Confidence in Ad Safety: GeoEdge Study

Also cheery: this GeoEdge study finds that slightly more advertising said ad quality challenges got better (40%) than worse (35%) in the past year. By next year, more expect contextual fit to be their biggest challenge (51%) than brand safety (43%). This reverses years of increasing concern. Concerted industry efforts get credit, and let’s note that IAB Tech Lab has just launched a Transparency Center to further improve ad reliability.

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DoubleVerify Buys Meetrics and Partners with Taboola to Improve Ad Safety

September 1, 2021

We have (mostly) good news about adtech today, Dear Reader. We’ll start with a nice acquisition: brand safety vendor DoubleVerify is expanding in the European market by buying Meetrics, a Berlin-based firm with somewhat similar offerings.  Separately, DoubleVerify announced a partnership with Taboola, which will give Taboola’s advertisers more control over where their ads are placed.

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Acquisition Costs Skyrocket After Apple Limits Tracking in iOS 14.5: Moloco Report

September 1, 2021

A bit ambiguous: Moloco reports that mobile acquisition costs have grown by more than 200% for tracked users and 155% for non-tracked users since Apple introduced its enhanced privacy controls in iOS 14.5 in April.  That’s bad news for advertisers but good news for consumers whose privacy preferences are being respected.  Two thirds of ad bids (67.5%) now come from users who have opted out of tracking.

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Ad Fontes Media Partners with The Trade Desk to Support Brand Safe Advertising

February 23, 2024

Ad Fontes Media, a company that rates news sites for reliability and bias, has announced the integration of its rating data with The Trade Desk’s programmatic advertising platform. This will allow the screening out of highly partisan, AI-generated and clickbait sites, preferentially serving ads to sites containing quality journalism. Directing ad spend to low quality sites not only wastes dollars and threatens brand safety but de-monetizes quality news operations.

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