FLoC called; There is good news and bad news about ad scams

Here is today’s news feed of AdExchanger.com … Want to email it? Apply here.

FLoC Fears

The love for FLoC is not lost. U blog post on Sunday titled “Suggestion: Treat FLoC as a Security Concern,” a WordPress developer named Carike suggested that users of open source content management software block FLoC by default. If that happens, it would be a big deal. WordPress runs approximately 41% of websites on the web. Because of its large scale, the blogger claims that the WordPress community “can help combat racism, sexism, discrimination against LGBTQ + and discrimination against people with mental illness with four lines of code.” There is a growing response to Google’s federal cohort learning API based on fear that it could facilitate employment, housing and other forms of discrimination, “as well as predatory targeting of unsophisticated consumers.” The Electronic Frontier Foundation made a a similar argument in early March, claiming that FLoCs are both “the most ambitious – and potentially the most damaging” of the Chrome Sandbox Privacy Privacy proposals. Read on. In related news, the DuckDuckGo web browser has focused on privacy recently created Chrome extension to prevent FLoC tracking.

Mixed bag

Verification Company Integral Ad Science there is some good and bad news about digital ad fraud: ad fraud rates have dropped, but brand risks are on the rise. Read the edition. In its Media Quality Report for the second half of 2020 released on Monday, the IAS found that as marketers adopt more sophisticated tools to measure and prevent fraud, global ad fraud rates have improved overall and levels have fallen across all devices and environments. . Global fraud rates among optimized campaigns have fallen between 0.3% and 0.8% worldwide. The brand’s risk, however, increased during periods of “unprecedented” news and events, including the presidential election in the United States. Adult content has been the primary driver of increased brand risk in all formats globally, followed by hate speech, which has more than tripled its share of brand video risk for PCs – along with choices. Although mobile web video is still the most secure inventory when optimized against ad fraud, keeping it at a stable level of 0.3%, the biggest risk for the global brand was 8.6%. Look report.

Power Trio

We are talking about an ad tech trio made in paradise. Trade Desk, Innovid and Magnite have joined forces to create everything in one place to programmatically buy, create and serve interactive CTV ads to specific households, Adweek reports. Ad server Innovid has launched a consortium, Programmatic Interactive Connected TV, in part to boost ad delivery on CTV with e-commerce capabilities, including QR codes and app downloads. Read the edition. Ad units include features such as creative layers, viewer queries to explore the phone, and advertising experiences like two-minute movie announcements. The viewer can join these ads and return to their content after a certain period of time. Brands and agencies can now programmatically activate interactive ads through The Trade Desk and other DSP partners to improve CTV ad performance and deliver engaging creative ads, while partnerships with SAAs like Magnite allow publishers to increase revenue by tapping into fast-growing demand for program CTV.

But wait, there’s more!

In the news of the acquisition, Kantar reached a final agreement on the purchase of its American rival Numerator [Reuters]; Omnicom will take over a majority stake in digital marketing company Areteans [WSJ]; and European digital marketing consulting firm Making Science entered the U.S. market with the purchase of 360 Conversion Analytics. [MediaPost]

Facebook invokes data portability laws as it expands the types of information users can transfer to other services, including a copy of their written posts and notes to Blogger, Google Docs, and WordPress. [CNBC]

Netflix cancellations fell to a two-year low during Q1, according to SimilarWeb. [Business Insider]

Television advertisers are forced to reconsider their long-standing programming preferences as they face a narrow market for TV and streaming ads, while trying to harass audiences from traditional television to streaming. [Digiday] Related: Networks ask advertisers to switch as much as 30% in advance to CTV [MediaPost]

Publicis Groupe has recently returned to organic growth worldwide for the first time since the start of the pandemic – and this is putting pressure on rival holding companies preparing to report their own earnings this and next week. [Ad Age]

Buzzy social audio app Clubhouse has raised financial series C, reportedly valuing the company at $ 4 billion. [TechCrunch]

You’re hired!

Anastasia Ali was promoted to Vice President of Marketing at Disney Studios Content, and Jan Coleman to VP of Global Marketing Partnership, Promotion and Multiculturalism. [Deadline]