RTB Corner for January 4, 2018 - The latest news and views for the Supply-Side and DSP Community.
Advertising company Fetch says it wants a federal court to hear its challenge to Uber's claims of 'click fraud' in mobile ads. The American arm of the UK-based ad firm filed a complaint on Tuesday seeking to have a federal court hear its challenge to the suit Uber filed in September of 2017 over the handling of fraudulent ad clicks. Uber dropped the case after it was assigned to U.S. District Judge Yvonne Gonzalez Rogers. (The Register)
With Europe’s General Data Protection Regulation (GDPR) set to take effect in May, publishers are leaving nothing to chance. Everyone in the supply chain could be held accountable if they aren’t compliant by May 25, and stakeholders at every level are in a frenzy to renegotiate contracts that protect themselves in case one of their middlemen messes up. Publishers in particular need to prove to their clients – and their clients’ agencies – that they’re taking the appropriate steps to comply, or risk losing that business. (AdExchanger)
If 2017 highlighted the need for significant change in the programmatic industry, 2018 will be the year in which we begin to see noticeable activity as a result of this call to action. With this in mind there are five key trends that will drive the evolution of programmatic in 2018. (The Drum)
Programmatic ad-buying in Europe is set to soar in 2018, finds a survey by Adobe. Almost nine-in-ten (86%) brands and 89% of agencies plan to spend more on this form of advertising this year. (Exchange Wire)
The IAB and 4A's have released for public comment, the Standard Addendum for Digital Video Advertising in TV Long Form Video. The addendum amends and supplements the standard Internet advertising terms and conditions, last modified in 2009 and includes guidelines for the implementation of ad tags for controlling measurements (e.g., viewability, invalid traffic, and demo guarantees) to reduce billing discrepancies. Public comment is open until Feb. 5. (IAB)
Here's a commentary on programmatic challenges along with predicted solutions, touching on supply-chain transparency and placement transparency. (Forbes)