The latest news and views for the Supply-Side and DSP Community.
In the latest mobile ad fraud scheme, security researchers found mobile adware hidden in hundreds of Android apps, which were downloaded more than 150 million times from Google Play. The malware masqueraded as an ad-serving platform, and unbeknownst to the app developers, would open a backdoor to install additional malware. Once installed, the malware runs though lists of web addresses in the background, serving ads to generate revenue. (TechCrunch)
Fraudlogix released results of its analysis of all Q4 2018 programmatic ad traffic. Key insights include: Mobile ad fraud increased in Q4, the LATAM region saw the highest levels of fraudulent traffic globally, a majority of ad traffic comes from Google's Chrome browser with 14% of it fraudulent, and devices running older versions of Windows operating systems have the highest percentages of fraudulent traffic. (Fraudlogix)
Google announced last week that it will move to first-price auctions for the Google Ad Manager by the end of 2019, making it the last major exchange to switch. AdExchanger explores the possible implications for the ecosystem in this post. (AdExchanger)
Verizon Media, formerly Oath, is planning on closing its Oath Ad Platforms ad server next year as part of a strategic review of its business. The Oath Ad Platforms' SSP business will be unaffected and continue to operate as it does currently. (Mobile Marketing)
Sizmek needs another investment round after facing setbacks and revenue shortfalls in 2018, and it won’t find new funding with Vector Capital, the firm that backed the acquisitions and integration of Sizmek and Rocket Fuel. (AdExchanger)
Mobile advertisements begin triggering reactions in less than a second, new research suggests, leading some brands to re-examine their creative strategies as well as the industry’s emphasis on longer viewability. (The Wall Street Journal)