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Red Ventures vs. Red Lines: The Fall of CNET’s Integrity

By
Pesach Lattin
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0

Once a trusted source for tech news and product reviews, CNET has lost its ethical compass since being acquired by Red Ventures in 2020. Former CNET employees paint a picture of a company where the lines between advertising and editorial are constantly blurred, and where standing up for journalistic integrity has led to consequences for staff.

The acquisition was accompanied by promises from Red Ventures CEO Ric Elias that CNET would continue to operate as an independent publication, with clear guardrails in place to separate the journalism from business interests. But former employees say that these lines were repeatedly breached, with journalists being pressured to work on advertisements for companies they covered, such as Volvo and Arlo.

The story of the CNET Smart Home exemplifies the erosion of ethical standards at the outlet. The Smart Home, a testing ground for home products, had become a beloved brand in its own right. But when Red Ventures came in, the pressure to produce sponsored content proved too great for some teams, leading to layoffs and departures. An advertising deal with GE Appliances even put the future of the Smart Home itself in jeopardy, before being moved to an off-site location.

The situation was not limited to the Smart Home team, as reporters were also pressured to appear in advertisements, despite the ethical quandaries this posed. This led to a “culture of yes men” at CNET, where those who disagreed with Red Ventures initiatives faced job loss or replacement with more compliant staff.

As the GE Appliances ad was released and the Smart Home was put up for sale, many of the original staff had already left the company. Those who remained or were laid off spoke of a toxic work environment, where dissent was not tolerated.

In the end, the fate of CNET serves as a cautionary tale about the dangers of corporations with profit-driven agendas taking over a respected source of journalism. The ethical boundaries that once separated advertising and editorial have been erased, leaving the outlet’s credibility in tatters.

Mailchimp Strikes Again: Another Data Breach Leaks Info of 133 Customers

By
Pesach Lattin
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0

It seems like the Atlanta-based email marketing and newsletter service, Mailchimp, is having a hard time keeping its customers’ data secure. The company has once again fallen victim to a security breach that has exposed information of 133 customers. This marks the third breach in less than a year for the company.

Mailchimp reported that the breach occurred due to a social engineering attack on its employees and contractors. The unauthorized actor gained access to select Mailchimp accounts using compromised employee credentials. The company identified the breach on January 11, 2023, and claimed that there is no evidence that the unauthorized party breached Intuit systems or other customer information beyond the 133 accounts.

The primary contacts for all the affected accounts were notified within 24 hours, and the company has since helped users regain access to their accounts. However, Mailchimp did not reveal the exact duration for which the intruder remained on its systems or the specific types of information accessed.

One of the breached accounts, WooCommerce, reported that the incident exposed its users’ names, store URLs, addresses, and email addresses. But, to their relief, no payment data, passwords, or other sensitive information was exposed.

The company has faced two other breaches in the past year, the first of which took place in April 2022, where a malicious actor gained unauthorized access to 319 customer accounts with the intention of conducting crypto phishing scams. The second breach occurred in August 2022, where the company fell for another elaborate social engineering attack by a group known as 0ktapus (also known as Scatter Swine), resulting in the compromise of 216 customer accounts.

It’s high time for Mailchimp to take a closer look at its security protocols and ensure that its customers’ data is not exposed again. The company’s reputation and its customers’ trust are at stake.

How to Beat Affiliate Fraud in 2023

By
Pesach Lattin
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0

Affiliate marketing is a lucrative and growing industry, but as its popularity grows, so too has the problem of fraud in the industry. In recent years, affiliate fraud rates have nearly doubled, with the most common scams including fraudulent leads, click spam, spoof traffic, URL hijacking, and paid affiliate programs.

As the president of Phonexa, a company that offers performance marketing solutions, I have a wealth of experience working with affiliate marketers. In this article, I’ll share ten essential strategies for preventing affiliate fraud and protecting your program.

Thoroughly Evaluate New Affiliates
Effective fraud prevention starts with a thorough understanding of new affiliates joining your program. Careful evaluation of new members can help you identify potential fraud and prevent it from affecting the performance of your program and damaging your brand’s reputation.

Red flags to watch for include:

An email address that doesn’t match the affiliate’s website URL, indicating a lack of transparency.
Failure to respond to emails or requests for communication.
Marketing and selling a diverse range of products, which may indicate fraudulent activity.
A sudden surge in chargebacks, which is a common scam for fraudulent affiliates.
Clearly Define Your Terms and Conditions
To eliminate confusion and make your expectations clear, it’s essential to transparently outline the terms and conditions for joining your affiliate program. Your terms and conditions should define the types of traffic prohibited by your program and establish a zero-tolerance environment for fraudulent practices.

Cloak and Monitor Affiliate Links
Cloaking your affiliate links by shortening the URLs can make tracking easier, conceal the unique ID each affiliate uses, and protect from URL hijacking. Monitoring your links can help you identify click spam and other forms of affiliate fraud.

Develop a Long-Term Fraud Mitigation Plan
To protect your affiliate program from potential fraud, you must develop a long-term risk mitigation plan. Strategies to include in your plan may include:

Fortifying your data security with additional authentication measures, encryption, and a secure data management system.
Implementing marketing tools and platforms that detect suspicious activity and behavior.
Ensuring all affiliates adhere to regulatory compliance and consumer protection laws.


Monitor Conversions
Monitoring conversions can help you identify any significant increases, which may indicate transaction fraud or click spam. Keeping an eye on conversions can help you detect fraud early on and prevent it from affecting your program’s performance.

Use Due Diligence Questionnaires and Reviews
Due diligence questionnaires and performance reviews can provide valuable insight into new affiliates and help you assess their performance. Regularly reviewing affiliate performance can help you identify any issues or red flags that may indicate fraud.

Conduct Background Checks
Conducting background checks on new affiliates can help you identify any criminal or fraudulent activity that may indicate a risk to your program. Background checks can be an effective tool for deterring fraud, but they should be used in conjunction with other strategies for maximum effect.

Encrypt Sensitive Data
Ensuring sensitive data is encrypted and stored securely can help protect against data breaches and other security threats. Encryption is a critical component of any fraud mitigation plan and can help keep your program and affiliates safe.

Utilize fraud detection technology.
One of the best ways to prevent affiliate fraud is to use technology designed specifically for this purpose. Fraud detection software can help you identify and prevent fraudulent activity in real-time. With the ability to track clicks, impressions, and conversions, fraud detection software can provide a comprehensive view of the performance of each affiliate in your program.

Set clear performance targets and KPIs.
Another way to prevent affiliate fraud is to set clear performance targets and KPIs for your affiliates. By setting targets and KPIs, you can effectively monitor the performance of each affiliate and detect any instances of fraudulent activity. Furthermore, by having clear performance targets, affiliates are motivated to work harder to achieve them, making it less likely that they will resort to fraudulent activities.

Monitor your affiliate networks closely.
The affiliate networks you work with are an important aspect of your affiliate marketing program. Regularly monitoring your affiliate networks is critical to identify any fraudulent activities and prevent them from impacting your program. This can involve reviewing affiliate behavior and performance, tracking conversion rates, and monitoring click patterns to detect any suspicious activities.

Implement strict commission payment policies.
Another way to prevent affiliate fraud is to implement strict commission payment policies. This can include verifying all transactions, reviewing conversions, and conducting regular audits of all affiliates. By having a strict commission payment policy in place, you can ensure that you only pay commissions for legitimate sales, thereby reducing the risk of fraudulent activities.

Educate your affiliates on fraud prevention.
Preventing affiliate fraud is not only about identifying and blocking fraudsters, but also about educating your affiliates on how to avoid fraudulent activities. By educating your affiliates, you can help them understand what constitutes fraudulent activities and the consequences of engaging in such activities. This can help you create a culture of honesty and transparency within your affiliate program.

Encourage transparency and open communication with your affiliates.
Finally, you can prevent affiliate fraud by fostering transparency and open communication with your affiliates. By having an open line of communication, affiliates are more likely to bring to your attention any suspicious activities they encounter. Furthermore, transparency and open communication can help build trust and create a positive working relationship between you and your affiliates.

Fraud is a continuing issue in the affiliate marketing industry, but there are ways to mitigate its impact. By conducting a thorough evaluation of new affiliates, clearly defining terms and conditions, cloaking and monitoring affiliate links, utilizing fraud detection technology, setting performance targets, monitoring affiliate networks, implementing strict commission payment policies, educating affiliates, and encouraging transparency, you can prevent affiliate fraud and ensure the success of your affiliate marketing program.

The Importance of Measuring OOH Campaigns

By
Pesach Lattin
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0

Out-of-home (OOH) advertising is a powerful way to reach audiences in the physical world, but it can be challenging to measure its effectiveness compared to other forms of advertising such as online and TV. However, with the right tools and techniques, it is possible to accurately measure the success of an OOH campaign.

Before and After Method

One of the simplest ways to measure OOH advertising is the before and after method. In this approach, you look at sales figures before and after the ad campaign to determine if there has been an increase in sales. If there has been a rise, it is likely that the ad is working. The return on investment (ROI) can then be calculated by comparing the cost of the ad campaign against the additional profits generated.

While this method is straightforward, it has some limitations. For example, it assumes that the only factor affecting sales is the OOH campaign, which is not always the case. There could be other internal or external factors contributing to the increase in sales, making it hard to accurately measure the effectiveness of the OOH campaign.

Measuring OOH Impressions

Another way to measure the success of an OOH campaign is to look at the number of impressions it generates. Impressions refer to the number of people who see the ad, either as pedestrians or drivers. This can be measured using various methods, including travel surveys, data modeling, and census data.

Today, the most accurate way to measure OOH impressions is through location-based mobile data. With the widespread use of smartphones, advertisers can now track where people go throughout the day and determine how many people are exposed to the ad. This information can be used to gain insights into the demographical information of those who see the ad, as well as the impact of the ad on physical store visits.

Geopath, a non-profit organization that audits outdoor advertising, provides detailed OOH impression metrics. By measuring pedestrian volumes, traffic volumes, and vehicle occupancy, Geopath can determine what percentage of people view a specific advertisement. Most OOH and digital OOH (DOOH) companies use Geopath to calculate OOH impressions, ensuring that all parties receive reliable data.

Individual Screen Delivery and Performance

For DOOH advertising, programmatic DOOH (pDOOH) platforms provide advertisers with access to reliable data by purchasing media using the eCPM (effective cost per thousand views) metric. This means that DOOH media owners charge advertisers a specific rate for every 1,000 impressions they get.

However, OOH advertising is a one-to-many medium, meaning that more than one person can be viewing the same screen at any given moment. This means that the number of impressions generated by an ad needs to be multiplied to accurately reflect the number of people who saw the ad.

Advertisers need to be able to track the number of playouts it takes to reach each 1,000 impressions they’re paying for. This can be done by monitoring the number of times the ad plays on a loop, as well as the time interval between playouts. Advertisers should also ensure that their ad is playing in front of the target audience and not outside of it.

Data Analytics and Reporting

Data analytics is a crucial tool for measuring the success of an OOH campaign. By using analytics, advertisers can gain insights into the performance of their ad, including the number of impressions, reach, and frequency. This information can be used to optimize the ad for better results and to determine the ROI.

Measuring Engagement Another way to measure the effectiveness of OOH advertising is by measuring engagement. This can be done through various methods, including surveys, QR codes, and social media interaction.

Surveys can be conducted either online or in person to gauge the impact of an OOH ad campaign. Advertisers can ask questions such as “Did you see our ad?”, “Did it catch your attention?”, “Did you engage with it in any way?”, etc.

QR codes are a simple and effective way to measure engagement. Placed on an OOH ad, a QR code can be scanned by a smartphone and direct users to a landing page. The number of times the QR code is scanned can then be tracked and used as a measure of engagement.

Social media interaction is another way to measure engagement. Advertisers can encourage consumers to engage with their OOH ads on social media platforms. This can be done through hashtags, contests, and other interactive initiatives. The number of social media mentions, shares, and likes can then be used as a measure of engagement.

In conclusion, measuring the effectiveness of OOH advertising can be done through various methods. From tracking impressions, to measuring engagement and analyzing ROI, advertisers have a wide range of tools at their disposal to measure the success of their campaigns. By utilizing these methods, advertisers can gain a better understanding of the impact of their OOH advertising efforts and make data-driven decisions to optimize future campaigns.

In this digital age, the ability to measure and understand the impact of advertising efforts is crucial. OOH advertising is no exception, and by utilizing the methods discussed in this article, advertisers can ensure their OOH campaigns are delivering the desired results. So, don’t be intimidated by the idea of measuring OOH advertising, embrace it, and use the data to drive your campaigns to success!

How Bad is Crime in the Metaverse?

By
Pesach Lattin
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0

The metaverse, a virtual world that combines aspects of the physical and digital world, has the potential to change the way we interact with technology and one another. However, with the advancement of technology comes potential privacy and security risks, as well as regulatory challenges.

One of the main concerns with the metaverse is privacy. As users disclose more sensitive information in virtual environments, the risk of hacking and data breaches increases. Additionally, there may be a lack of regulation over how businesses gather and use personal data, which could lead to the misuse of information.

Cybercriminals target the metaverse in several ways, including phishing scams, hacking, malware infections, financial frauds, ransomware attacks, exploitation of virtual assets and fake digital assets. In the case of the “Crypto Crime Cartel,” a group of cybercriminals utilized a phishing scam to steal virtual money and digital assets worth millions of dollars. This highlights the importance of taking precautions to protect personal data and digital assets when using virtual worlds.

Financial crimes in the metaverse include money laundering, fraud, and asset theft. Money laundering involves the use of cryptocurrencies to hide the source and ownership of illegal proceeds, such as the sale of drugs or weapons. Ponzi schemes are a type of financial fraud that involves using virtual goods or money to trick investors into thinking their funds are being put toward a successful project.

Asset theft, on the other hand, involves the unauthorized transfer of virtual assets, such as virtual currency or property. In the case of the Decentral Games hack, a group of hackers took advantage of a smart contract flaw to steal cryptocurrencies worth over $8 million. These incidents emphasize the need for improved security measures and regulation in the metaverse.

Despite the risks, there are also potential benefits to the metaverse. Virtual environments have the ability to enhance the way people interact, connect and form communities. Virtual events, such as concerts and trade shows, have become popular due to the pandemic and offer a unique opportunity for people to participate from anywhere in the world.

Furthermore, virtual property and assets, such as virtual real estate and collectibles, have become valuable investments for some individuals and companies. In some cases, virtual assets have even surpassed their real-world counterparts in terms of value and rarity.

However, the metaverse is still a relatively new and rapidly developing area, and there are many unknowns about how society will be impacted by it. While some experts believe it will create more opportunities for community and connection, others fear it will only lead to increased social alienation and isolation.

To ensure the metaverse is a safe and secure environment, it is important for governments, businesses and users to work together to establish and enforce regulations. This could involve implementing measures to prevent cybercrime and financial fraud, as well as ensuring privacy and data protection. Additionally, it will be crucial to establish a framework for virtual property rights, as virtual assets become increasingly valuable.

In conclusion, while the metaverse holds great potential for enhancing the way we interact with technology and one another, it is important to be aware of the potential risks and challenges associated with it. By working together to implement effective regulations and security measures, we can ensure the metaverse becomes a safe and secure environment for everyone to enjoy.

Who is Julia Goldin, the Chief Marketing Officer of Lego?

By
Pesach Lattin
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0

Julia Goldin is a seasoned marketing executive who is currently serving as the Chief Product and Marketing Officer of the LEGO Group. In this role, she is responsible for leading and inspiring the creation of LEGO play experiences that excite and educate kids. Goldin’s talented team is responsible for developing the product portfolio and experience, as well as marketing and building the brand through content, communication, and digital channels.

Prior to joining the LEGO Group in 2014, Julia was Global Chief Marketing Officer at Revlon, where she successfully led the company’s global marketing efforts. Before that, she had a 13-year career within the Coca-Cola Company, where she held several senior global and regional marketing roles, including Division Marketing Director of Northwest Europe and deputy Chief Marketing Officer of Japan. Her experience and expertise in the marketing industry have helped her bring new ideas and a fresh perspective to the LEGO Group.

At LEGO, Goldin has been a big driver of purpose, and she is making sure that the company’s culture, products, and communications embody education, representation, and sustainability. In 2019, she launched the company’s first global brand campaign “Rebuild the World,” which aimed to inspire kids to unleash their creativity and build their own worlds. This campaign was a huge success and helped to further strengthen LEGO’s brand recognition and popularity.

Julia Goldin is a board member for the Museum of United Nations – UN Live, a new and visionary global museum. She is also a Board Member for the Fiskars Group and on the Board of Directors of the Association of National Advertisers. Through her various board positions, she brings a wealth of knowledge and experience to the table, and she is well-respected in the marketing and advertising industry.

As an Executive Vice President at LEGO, Goldin does more than just marketing. She is also responsible for creating LEGO play experiences. She leads the team that creates the product portfolio, and she also handles research, licensing, partnerships, and the company’s own creative agency. Goldin’s extensive experience and marketing expertise make her an invaluable asset to the LEGO Group.

Goldin is passionate about the role that creativity plays in the modern world, and she believes that it is more essential now than ever before. She has said in interviews that creativity can lead to problem-solving and resilience. According to her, the best way to boost one’s imagination is by playing with LEGO sets. The LEGO Group uses LEGO bricks in training sessions and in day-to-day work to encourage employees to tap into their creativity.

One year, the LEGO Group offered a “Play Day” for all employees, where they could enjoy themselves while building connections. The company even used its own products as a source of inspiration during the pandemic, encouraging employees to use their LEGO bricks to build and imagine new worlds from home. This shows how deeply the company believes in the power of creativity and play.

Julia Goldin is a keen pianist and scuba-diver. She moved from Russia to study in the US in the late eighties, and she holds an MBA in International Marketing and Finance from the University of Chicago Graduate School of Business. Throughout her career, she has shown a strong commitment to excellence and has consistently delivered outstanding results.

In 2021, the LEGO Group had an outstanding year, with consumer sales growing 22% year-over-year and overall revenue growing 27% to over DKK 55 billion. Operating profit rose 32% to DKK 17 billion, and net profit topped DKK 13 billion. The LEGO portfolio earned seven “Toy of the Year” awards from The Toy Association, and much of this success can be attributed to the leadership of Julia Goldin.

Can the Metaverse Survive the Recession?

By
Pesach Lattin
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0

As the world faces the looming possibility of a recession, one industry that’s been on the rise for the past few years is the metaverse. The metaverse, which was once just a concept in science fiction, has now become a reality with billions of dollars being invested into virtual reality and augmented reality experiences. The metaverse has been touted as the next frontier for commerce, entertainment, and communication. However, as the economy slows down, many are questioning whether the metaverse will be able to weather the storm of a recession.

“The metaverse is an exciting new development in the world of technology, but it’s still in its early days,” said Margot Rodde, founder of the Fortnite Creative studio Creators Corp in an interview with Digiday. “As the economy slows down, we’re starting to see brands become more cautious with their spending and re-evaluate their investments in the metaverse.”

The metaverse has been a hot topic in the marketing world, with brands eager to jump on the virtual reality bandwagon. Brands have invested heavily in virtual events, NFT drops, and other activations in the metaverse, but with the economy slowing down, the need for tangible revenue from these activations has become more pressing.

“In a down market, you have to ask yourself, ‘why am I doing this?’ And if the answer is to build a sustainable, revenue-generating business, that’s a great answer,” said Virtual Brand Group CEO Justin Hochberg also. “But if it’s anything else, you’re probably wasting your time.”

One of the biggest changes in the metaverse during a recession is likely to be a shift away from metaverse platforms and towards user-generated content. With the decline of the web3 space, many blockchain-based metaverse platforms such as Decentraland and The Sandbox have seen a decline in traffic. On the other hand, game-centric virtual worlds like Roblox and Fortnite continue to grow in popularity. Brands are becoming more aware of where people are spending their time and are more likely to spend their marketing dollars in the platforms that people are actually using.

“We call it the metaverse space, but the reality is, what we’re talking about right now is UGC gaming,” said Rodde. “For sure, brands will spend less, but not necessarily in UGC gaming, with its huge audiences and potentially new platforms that are going to pop up in that space, built by other gaming companies.”

Another area that is likely to change in the metaverse during a recession is the focus on creating tangible revenue opportunities. At present, most brand activations in the metaverse are focused on raising brand loyalty and awareness, with little thought given to e-commerce or the sale of virtual goods. However, as the economy slows down, brands will start to realize that they are missing out on a major opportunity by not including direct commerce in their metaverse activations.

“We think the biggest monetizable opportunities in these spaces are from the sale of digital collectibles,” said an executive at a major brand that recently launched in Roblox. “Some of those are going to be tickets, but virtual merchandise is a big part of it as well.”

While some brands are already taking advantage of the potential for e-commerce in the metaverse, there are still many that are yet to fully embrace it. Brands that are slow to adopt e-commerce in the metaverse are likely to be left behind, as their competitors reap the benefits of this new market.

“Brands need to start thinking about how they can generate revenue from their activations in the metaverse,” said Hochberg. “Otherwise, they’re just wasting their time and money.”

Reels Monetization: A Work in Progress for Meta

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Pesach Lattin
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0

Meta, the parent company of Facebook and Instagram, remains focused on improving the monetization of its short-form video content platform Reels. Despite continued user engagement, the company noted that Reels’ path to profit is still a work in progress.

Previously, Meta reported that Facebook and Instagram users were playing over 140 billion Reels per day, with numbers having more than doubled over the past year. However, founder and CEO Mark Zuckerberg noted that Reels is not generating as much revenue as other services such as the News Feed. On the earnings call, Zuckerberg stated that Meta is on track to bring Reels revenue to a “roughly neutral” level by the end of 2023 or early 2024 and expects to profitably grow Reels thereafter.

In the fourth quarter, Facebook reached 2 billion daily active users, with the Meta Family of Apps (including Facebook, Instagram, Messenger and WhatsApp) reporting 2.96 daily active people (DAP) as of December 31. Ad impressions across the Family of Apps increased by 23% year-over-year, while the average price per ad decreased by 22% in the same period. CFO Susan Li attributed the impressions growth to Reels engagement and ad load optimizations, but noted that Reels’ monetization is lagging due to differences in ad load and video-intensive format.

Meta launched Reels in 2020, with a focus on short-form content, and continues to prioritize this with its announcement that Instagram video posts shorter than 15 minutes will automatically be shared as Reels. Despite high engagement, a report from The Wall Street Journal suggested that Reels usage still pales in comparison to TikTok, with research firm Omdia predicting that TikTok will continue to outpace Meta and YouTube in ad revenue over the next few years.

In conclusion, while Meta remains optimistic about the potential for Reels, the company recognizes that monetizing the platform remains a work in progress.

CTV Ad Fraud: The Not-So-Innocent New Toy in the Media Industry

By
Pesach Lattin
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0

The media industry has been buzzing about Connected TV (CTV) as the latest and greatest medium for advertising. But before you jump on the bandwagon, you might want to know that CTV is not without its flaws, particularly in the area of ad fraud. While many media buyers might assume that the limited streaming TV inventory and the difficulties in breaking into the supply would make CTV a fraud-free environment, it’s not the case.

According to Oleg Korenfeld, the Chief Technology Officer of CMI Media Group, this assumption is far from true. In fact, CTV ad fraud is not only a risk but it’s also exploding. Ad fraud schemes spiked 70% YoY from 2020 to 2021, according to DoubleVerify, and cost advertisers an estimated $140 million, with an “unprecedented amount” of those schemes caught in streaming video. So, why are advertisers losing so much money to CTV ad fraud?

The answer lies in the fact that publishers don’t have the necessary technological tools in place to detect and prevent illegitimate traffic, like bots, from infiltrating their systems. Meanwhile, advertisers are left in the dark about the true impressions they’re buying and are often forced to rely on third-party ad fraud and verification tech partners to minimize the risk of buying fraudulent supply.

But even with these precautions, there’s no guarantee. All too often, buyers don’t even realize they’ve lost ad dollars to a fraud scheme until it’s too late – if they ever find out at all. Korenfeld warned that this is a ticking time bomb waiting to go off.

Enter Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for CTV and mobile advertising. They’ve just released new iCloud Private Relay (iCPR) Invalid Traffic (IVT) detection features in their Analytics dashboard to help clients measure their exposure to iCPR traffic. The company found that 21% of US mobile and desktop Safari traffic in Q4 2022 was associated with iCloud Private Relay traffic and this new IVT type covers potentially fraudulent behavior within that traffic.

Pixalate’s new features provide several benefits to advertisers, including the ability to assess the impact of IP-based targeting capabilities on Apple devices, measure iCPR IVT, evaluate IVT exposure, analyze sources, and perform supply path analysis. The company even compiled data related to this investigation, including the top iCPR IVT IPs, top associated data center IPs, and top publisher domains impacted in December 2022.

But why is all this important? Because it shows that even the shiniest and most high-tech toys can still be affected by ad fraud. CTV may be the future of advertising, but it’s not without its risks. Advertisers need to be vigilant and proactive in their fight against ad fraud, regardless of the medium. With Pixalate’s new iCPR IVT detection features, advertisers can have peace of mind knowing that they’re taking steps to minimize their exposure to fraud.

So, next time you’re considering a CTV ad campaign, remember that it might not be as squeaky clean as you think. But with the help of Pixalate, you can be sure that you’re not throwing your ad dollars down the drain.

The Mobile Revolution: A Shift in Consumer Habits & Business Opportunities

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Pesach Lattin
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0

Gone are the days of desktop shopping and calling up a store for information. Mobile devices have taken the world by storm and have revolutionized the way we communicate, gather news and shop for products and services. With nearly half of the global population relying on smartphones and tablets to access the web, businesses are capitalizing on this trend and investing in mobile advertising. In 2020, the spending on mobile advertising reached a record 223 billion dollars worldwide, and it is expected to surpass 339 billion by 2023.

But it’s not just advertising, digital commerce is also seeing a surge. In 2022, digital commerce spend crossed the $1 trillion mark, marking the highest year of digital commerce ever. Mobile devices are leading the charge, accounting for almost 40% of digital consumer retail spend in Q4, surpassing the spending on desktop devices. Social commerce is also playing a growing role in the retail world, with sponsored content by retailers receiving higher engagement on platforms such as Facebook, Instagram, and TikTok.

The data indicates that convenience is a major factor in consumer shopping behavior, with mobile commanding nearly half of all digital transactions in Q4. The pandemic has also played a role in the growth of digital commerce, with spending increasing from $705 billion in 2020 to $1 trillion in 2022.

Seamless and convenient online purchasing is driving social commerce gains, with engagement with sponsored content by retailers and CPG brands growing significantly on Facebook and Instagram. TikTok has seen tremendous growth as well, with views of retail and CPG content reaching 12.1 billion views in 2022.

However, the real test for these platforms remains whether they can turn the interest into sales. While social commerce is projected to grow to $1.2 trillion by 2025, platforms and their strategies are still in the early stages. Instagram recently announced the removal of its Shop tab, while TikTok is reportedly building product fulfillment centers in the U.S. to enhance its social commerce capabilities.

The mobile revolution has changed the way consumers shop and has created new business opportunities. As the mobile marketing market size is expected to double by 2024, businesses must seize the chance to promote their products and services through mobile advertising and digital commerce. The future of shopping is in the palm of our hands, and businesses must adapt to stay ahead of the curve.

Yes, TikTok is a Search Engine for GenZ

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Pesach Lattin
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TikTok has become more than just a place to dance with lip syncs and funny videos. It has transformed into a full-blown search engine, giving Google a run for its money. Young people are flocking to the platform to search for all sorts of things, from recipes to vacation spots, and even news and information.

“It’s not, like, a true search-engine opportunity yet,” says Sonya Ali, a media director at RPA. But with TikTok’s powerful algorithm that tailors content to the user’s interests, it’s easy to see why young people are turning to the platform as a search destination.

Gone are the days when you had to scour the library for hours to complete an assignment. Generation Z grew up with technology and the Internet, and as a result, have developed social and visual learning skills. They want information fast and TikTok delivers, with its 10-second videos providing quick and concise information. In fact, research shows that Gen Z’s attention span is only 8 seconds, making TikTok’s short video format all the more appealing.

TikTok has already become a prominent source of news and information, with a UK-based survey last year naming it the fastest-growing source of news for adults. TikTok is well aware of its influence, as seen in its recent 60-second ad where a father and daughter turn to TikTok for cleaning tips and home decorating hacks. The ad ends with the tagline “Search it with TikTok,” emphasizing the platform’s growing role as a search engine.

Advertisers have yet to fully embrace TikTok’s search inventory, with the platform’s search ads still in beta and the targeting options not as granular as traditional search inventory. But TikTok is making moves to monetize its search behavior and many businesses will have to understand TikTok marketing if they want to stay relevant in this rapidly growing industry.

So the next time you’re searching for the best Whole30 recipes or trying to plan a trip to Portugal, you might want to “Search it with TikTok.” Who knows, you might even discover something new and exciting that Google could never have shown you. TikTok is proving to be a true disruptor in the search game and it’s only a matter of time before it completely changes the game.

“BeatSting”: The Costly Audio Ad Impression Fraud Scheme Targeting Unprotected Advertisers

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Pesach Lattin
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Analytics company DoubleVerify has claimed that a new ad impression fraud scheme called “BeatSting” is costing unprotected advertisers up to $1 million per month. This is the first large-scale ad impression fraud scheme to target audio inventory, according to the software measurement platform. The fraudsters have used SSAI (server-side ad insertion) tactics to falsify audio ad requests and traffic, making it appear as if there are real users and inventory for advertisers to bid on.

The fake audio traffic is generated on streaming platforms by spoofing residential IP addresses and audio apps. The fake SSAI servers are then used to falsify the audio ad requests which are sent out to SSPs, ad exchanges, and ad networks. If an advertiser wins a bid on this inventory through any of these platforms, their ad dollars are wasted.

The DV Fraud Lab has identified 60+ apps associated with the fraud scheme and three main publishers. The lab also stated that BeatSting originated as a single streaming TV scheme in 2019 which has cost unprotected advertisers $20 million to date.

“Fraud always follows the money, and increasingly, that money is flowing to digital audio, a rapidly emerging channel where digital advertising standards are still evolving,” said Mark Zagorski, CEO at DoubleVerify. “CTV continues to experience this phenomenon and, increasingly, audio is quietly becoming a new channel of interest and attack.”

A recent report by Integral Ad Science (IAS) in partnership with YouGov highlights concerns about ad fraud in digital audio and the need for third-party verification. The report showed that nearly 90% of media experts are concerned about ad fraud in audio and are willing to rely on third-party verification to preserve media quality before investing further in digital audio advertising.

Digital audio is booming, with eMarketer revising its 2020 estimate from a 1.0% decline in time spent with digital audio to 8.3% growth as consumers started tuning into digital radio and podcasts. Podcast revenues also neared $1 billion in 2020, according to the IAB Podcast Advertising Revenue Report.

In response, platforms and advertisers are investing in digital audio advertising. However, the need for third-party verification to maintain high-quality standards for digital audio advertising and combat ad fraud remains a top priority for advertisers. The report also highlighted that media experts desire comparability across mediums, but audibility metrics were insufficient to compare to viewability, making it difficult for advertisers to compare performance across formats.

In conclusion, BeatSting is a costly ad impression fraud scheme that is targeting unprotected advertisers in the rapidly expanding digital audio market. The need for third-party verification to preserve media quality and combat ad fraud remains a top priority for advertisers.

LATAM Airlines Reduces Cost Per User by 83% with Innovative Ad Technology

By
Pesach Lattin
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South America’s largest carrier, LATAM Airlines, has made a significant impact on the cost and carbon footprint of its digital advertising thanks to the innovative streaming technology provided by Swedish tech company, SeenThis. In a joint effort with media agency Matterkind, LATAM was able to reduce its Cost Per User (CPU) by as much as 83% across all key markets, while also reducing data use and avoiding unnecessary carbon emissions.

SeenThis’s adaptive streaming solution allowed LATAM to deliver high-quality video content at a lower cost than typical video CPM, resulting in improved video reach and better performance compared to traditional static display banners. The technology minimizes unnecessary data transfer, leading to a reduction in the environmental impact of digital content. Using the SeenThis emissions calculator, data savings were estimated to be around 25%, corresponding to a reduction of approximately 14 tonnes of CO2 emissions in a single campaign.

Manuel Breve, Marketing Technology Team Lead at LATAM Airlines, expressed his excitement about the partnership and stated that the company is committed to expanding its collaboration with SeenThis in 2023. “We will continue to optimize our media spending towards more sustainable options and at the same time improve ROI and performance,” he said.

Jesper Benon, CEO at SeenThis, emphasized the importance of acting now to address the indirect emissions stemming from digital advertising. “Our technology loads instantly and minimizes unnecessary data transfer, leading to a reduction in the environmental impact of digital content versus traditional video ad serving technology,” he said.

SeenThis, a Swedish tech company established in 2017, has been working towards creating a high-speed and energy-efficient internet for everyone, everywhere. With billions of streams served for over 1000 brands in 40+ countries, the company is well on its way to transforming the distribution and climate impact of digital content.

Publicis Defies Expectations with 20% Revenue Growth in 2022

By
Pesach Lattin
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0

Publicis Groupe, the world’s third largest advertising group, reported double-digit revenue growth for 2022, with net revenue reaching €12.6 billion, a 20% increase from 2021. The company’s organic revenue, which removes the impact of acquisitions, divestitures and currency fluctuations, was also up 10.1%, exceeding analyst expectations and Publicis’ own forecast of 8.5% growth. The fourth quarter saw a boost in net revenue by 18% to €3.46 billion, and organic revenue growth of 9.4%.

Despite the uncertain global economy, Publicis Groupe is forecasting single-digit growth for 2023, with organic growth estimated to be between 3% to 5%. The group has invested heavily in data and technology to keep up with changing client demands, which led to new business from companies such as McDonald’s and LVMH in 2022. The group’s digital marketing agencies, Epsilon and Sapient, now account for one-third of its revenue and half of its growth.

“What is certain is that, despite global uncertainties, we will continue to build on our three-year momentum,” said CEO Arthur Sadoun. Publicis plans to use €740 million of its free cash flow to increase its dividend to €2.90 a share, with €500 million to €600 million set aside for tech and data acquisitions, and €200 million for share buybacks.

Shares in Publicis Groupe increased by 5% after the company’s guidance was labeled as “very impressive” by J.P. Morgan, and is expected to give confidence to other companies such as WPP. Despite inflation, COVID-19 in China, and a slowdown in global advertising spending, Publicis Groupe’s success in the digital marketing sector has helped it beat expectations for 2022 and set a positive outlook for 2023.

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