5/28/2023 0 Comments Oath holdings inc tumblrIn 2013, a former Admeld sales engineer named Matt Burton and a bunch of other ad tech vets created the fin tech company Orchard Platform to build an exchange for loans. “There are many tools available, and the advantage is that the malware distributor can change them remotely, which makes it difficult for anti-malware software to keep up.” More at BBC News. This type of fraud “has become commonplace” in digital advertising, says Andrew Smith, senior lecturer at the UK’s Open University. The infected apps, most from South Korean developer Kiniwini, then went on to click ads without the user’s knowledge. The malware, dubbed Judy, was able to get around Google’s fraud protection system by injecting the malicious code from a remote server after the user downloaded an app. More than 36 million Android phones were infected with click fraud malware found on roughly 50 apps in Google’s Play Store. It can continue to serve older users with whom it has an unbreakable grip. Likewise, AOL Mail won’t need to worry about winning over millennials. Tumblr was a drag on Yahoo, but within Oath it’s a nice little social engagement factory. Oath will harness individual brand strengths without being bogged down by weaknesses. “When you go to the grocery store, you don’t look for P&G, you look for Bounty, Head and Shoulders, Dawn,” she said. Kline likens Oath to a P&G-style holding company. Oath CMO Allie Kline talks with The Drum about why Verizon restructured decades-old brands Yahoo and AOL under a new name and how it plans to leverage its stable of media properties (like Tumblr, HuffPost, Yahoo News, TechCrunch and Makers). Moat, IAS and DV are also founding members of a “Snapchat Brand Safety Coalition” that will meet regularly to discuss best practices and bubble up brand safety recommendations for Snap’s platform. Rather than actually monitoring the content, Snap’s new partners conducted independent reviews of Snapchat’s brand safety protocol, which is designed to block ads from appearing next to inappropriate or objectionable UGC. On Tuesday, the platform announced partnerships with Moat, Integral Ad Science and DoubleVerify to help monitor Snapchat’s brand safety procedures. The advertiser in question was spooked regardless. Turns out a porn star was using a branded lens, although not in an explicit manner. GroupM recently sent a memo to clients warning that their ads could be running adjacent to “explicit adult content” on Snapchat Stories. Snapchat might be shiny, but it isn’t immune to the brand safety landmines plaguing the digital ad ecosystem. Here’s today’s news round-up… Want it by email? Sign-up here.
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