July 8, 2019 | by Alexian Chiavegato

Ad Tech Weekly Roundup

A look at how last week’s news affects mobile publishers…

Berlin Startup Adjust Raises $227M In Bet on Mobile Ad Growth
Berlin startup, Adjust, a company that specializes in audience measurement and fraud prevention in the mobile advertising industry, raised $227M to grow its platform and expand to additional markets. The investors in the round include: Eurazeo Growth, Highland Europe, Morgan Stanley Alternative Investment Partners, and Sofina.

The mobile advertising industry is predicted to hit $232B this year but is also not immune to bad actors that create “fake” clicks and cause advertisers to spend money that isn’t actually reaching their target market. In addition, automated bots are responsible for in-app purchases and turn off players by beating them in online games. The goal of the company is to prevent this across the mobile advertising industry.

IronSource Launches Cross-Promotion Solution for Mobile Ads
IronSource, known for digital advertising, launched a new solution that enables mobile advertisers to utilize an advertisement network to cross-promote. The solution also provides tools for users to aid in running its ad network.

“Mobile game publishers have long been requesting a solution for managing their cross-promotional campaigns at the same degree of sophistication with which they run the rest of their UA activities,” said IronSource VP of product developer solutions Nimrod Zuta.
“Optimising cross-promotion has been a sticking point for both sides of their business, and our solution is yet another step in bridging the monetization and user acquisition sides of an app business to create tools which tackle growth from a holistic perspective. Solving the growing challenge of optimising cross-promotional activities is continuing in our goal of becoming the growth platform for mobile games.”

Google Extends Chrome Ad Blocking to Global Markets on July 9
In February 2018, Google created ad blocking for intrusive or otherwise “annoying” ads on Chrome in North America and Europe. These ads may include pop-ups, auto-play video ads with sound, and/or flashing or animated ads. The idea was to entice publishers to implement better advertising standards that were developed by the Coalition for Better Ads. Now Google has announced that their ad filtering initiative is going global and will be rolling out beyond Europe and North America as of July 8th. Google Chrome effectively owns 64% of the market share for global browsers.

Chrome will block any ads that don’t comply with the Better Ads Standards; however, users will have the ability to allow ads on the site, if they wish. Currently, most publishers in North America and Europe are in compliance with the Better Ads Standards.

To Take On Big Fights Like Ad Fraud, Marketers Need to Smarten Up
Last week at Cannes, advertisers collaborated with agencies, publishers, and platforms to initiate the Global Alliance for Responsible Media. Over the year, fraud accounts for 20 to 35% of all ad impressions and unregulated channels have offered opportunities for fraudsters to commit crimes. As a result, advertisers are spending more on safer channels. For instance, ads.txt has been created to significantly lower fraud and Conscious Advertising Network was developed to try and eliminate fraudulent activities.

However despite this, marketers in general remain ignorant as to the enormity of ad fraud and how it is effecting their advertising initiatives. The consensus from Cannes suggested that better education for marketers on ad-fraud prevention would go a long way. Some suggestions were: better internal knowledge and expertise of ad fraud, the ability for marketers to communicate clearer demands from media partners, fraud-related KPIs and goals, a better understanding of standards and formats to stop marketers buying outdated formats, and transparency in advertising.