![]() If the ANA’s estimate is correct, ad fraud is a bigger business than Coca-Cola or Nike, wrap your head around that. ![]() While most researchers have estimated ad fraud in 2022 to be in the colossal neighborhood of $60 billion, the report from the ANA estimates ad fraud to be about double that, at $120 billion. Association of National Advertisers (ANA) on ad fraud, an act suspicious in itself. Travis Clinger, SVP, Addressability and Ecosystem, LiveRamp Bubbling under: ad fraudĪs if to underline the necessity for the ad industry (and publishers) to get a grip of the situation, some of the whispers at Cannes focused on the newly released – and then rapidly withdrawn – report from the U.S. We’re likely to see publishers and marketers forming closer partnerships as they start to work together on strategies that have addressability at their heart. Publishers should focus on first-party subscriptions and innovations in contextual targeting – think moment targeting – while larger publishers should also consider collaborative clean rooms for accuracy, value and control.”įor publishers to thrive in a cookieless world, it’s vital that they seek a solution that places people and their privacy at its centre. This hasn’t happened, and just as we predicted in our Cookie Report last year, “in the short term we are likely to see a fracturing of ad tech, with several competing replacement technologies appearing before we can determine which will emerge dominant in the marketplace. With the sunsetting of third-party cookies now top of the agenda, the media industry has been scrabbling to find a universal ID solution that would curry favor with all parties – brand advertisers, regulators and publishers. Travis Clinger, SVP, Addressability and Ecosystem, LiveRamp This will be the first Cannes we’ve had where the key theme for publishers will be centred on addressability and identity.
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