SEC member: Advertising rule overhaul may be too vague

investmentnews | March 05, 2020

SEC member: Advertising rule overhaul may be too vague
The agency released the proposed amendments in November, marking the first attempt to update the requirements since 1961. Under the proposed rule, the SEC would allow advisers to post testimonials, endorsements and third-party ratings on social media. The effort to bring adviser advertising regulations into the internet era was mostly welcomed by adviser trade associations. But in comment letters last month, they also expressed concern that it was too expansive and unclear in certain areas. SEC commissioner Allison Herren Lee expressed concern that the proposal’s principles-based approach would lead to compliance uncertainty.

Spotlight

From smartphones to tablets—people have an almost insatiable capacity to adopt mobile technology into their lives and welcome mobile marketing. Mobile is increasingly becoming the channel of choice for consumers. But, because mobile devices are very personal marketers need to be thoughtful about how they deliver marketing messages. Successful mobile marketing today, and in the future, is about trust and relevance. Marketers must take a measured, cross-channel approach in order to build relationships and earn a long-term position on their customers' devices.

Spotlight

From smartphones to tablets—people have an almost insatiable capacity to adopt mobile technology into their lives and welcome mobile marketing. Mobile is increasingly becoming the channel of choice for consumers. But, because mobile devices are very personal marketers need to be thoughtful about how they deliver marketing messages. Successful mobile marketing today, and in the future, is about trust and relevance. Marketers must take a measured, cross-channel approach in order to build relationships and earn a long-term position on their customers' devices.

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DoubleVerify & MoPub Announces Expanded Partnership, Bringing DV’s Fraud Protection Capabilities to MoPub Marketplace

DoubleVerify, MoPub | August 20, 2021

DoubleVerify, a leading software platform for digital media measurement, data and analytics, today announced an expanded partnership with MoPub, a Twitter company, which provides monetisation solutions for leading mobile app publishers around the globe and enables advertisers, agencies, and demand-side platforms to programmatically reach their target audiences in-mobile apps. With the partnership, DV will provide full fraud protection, detection, and reporting for mobile app campaigns across MoPub’s programmatic exchange, MoPub Marketplace. MoPub Marketplace currently connects advertisers with more than 2 trillion ad requests from over 1.5 billion addressable users around the world. “For advertising to perform, it must be seen by real people,” said Matt McLaughlin, COO of DoubleVerify. “Unfortunately, fraud follows the money- and as ad investments have shifted to mobile, bad actors are working hard to take advantage. For that reason, it’s imperative that brands have clarity into the quality of in-app inventory they buy. We’re excited to expand our partnership with MoPub to promote transparency, support mobile ad quality and performance, and empower marketers to reach their consumers wherever they are”. DV and MoPub initially launched a partnership in 2019 where DV was the sole provider of fraud and IVT post-bid measurement for the MoPub Marketplace. This expanded partnership, which includes DV’s pre-bid avoidance segments, post-bid monitoring, and blocking, further extends quality coverage for global advertisers and publishers across one of the world’s premiere mobile app programmatic exchanges. With DV’s technology, MoPub can continuously refine the quality of mobile inventory available through MoPub Marketplace. “Ad fraud is an industry-wide challenge, impacting publishers, advertisers, and SSPs. To ensure our inventory is top quality, MoPub continuously invests in keeping our Marketplace fraud-free, and having the right partnership in place is paramount for this effort,” said Michal Jacobsberg-Reiss, head of ecosystem partnerships of MoPub. “DV has been a strong partner for combatting new and emerging types of ad fraud. This expanded partnership supports our comprehensive, multi-step approach to ensure MoPub Marketplace is thoroughly vetted and monitored to uphold our already stringent, high standards of traffic quality”. As part of its industry-leading mobile in-app fraud solution, DV identifies and screens the most significant types of in-app fraud, including background ad activity, hidden ads, app misrepresentation (spoofing), and measurement manipulation. Since March 2017, DV has been granted continued accreditation by the independent Media Rating Council (MRC), with the MRC certifying DV’s technology to detect and block sophisticated invalid traffic (SIVT) for mobile in-app display and video advertising.

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Ogury Announces Unique Fraud Prevention Capabilities to Ensure Fraud Free In-App Ad Campaigns

Ogury | September 17, 2020

Ogury, the global leader in mobile advertising driven by user choice, announced today the addition of proprietary App Spoofing Prevention and a partnership with DoubleVerify - a leading software platform for digital media measurement, data and analytics - to strengthen its commitment to fight fraud in advertising. Available today to new and current advertisers, these enhancements add two layers of fraud prevention to ensure ads are delivered to real humans in the intended environment. The ad tech ecosystem has recognized issues with fraud, toxic data and unsavory content. According to a report from Juniper Research, invalid traffic and fraud schemes were estimated to siphon $42 billion from advertisers across the globe last year by misrepresenting impressions, clicks, conversion or data events to generate revenue. A particular vulnerability in the mobile in-app space is app spoofing, which is when a fake, low volume, or brand unsafe apps disguise themselves as a more premium app to garner higher CPMs.

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Adverty is Granted Second Patent by the US Patent and Trademark Office for In-Game Ad Viewability Technology

Adverty | January 13, 2021

Adverty AB (publ) has been allowed a second patent by the United States Patent and Trademark Office for its in-game advertisement visibility technology. The new specialized patent secures a strategy for deciding if an advert is viewed as noticeable in a three-dimensional gaming climate delivered on a screen – a vital usefulness of Adverty's industry-driving in-game advertising platform. Adverty, the main in-game platform for sponsors, organizations and game engineers, today declares the notification of remittance for its latest in-game advertisement viewability technology patent by the United States Patent and Trademark Office. The new specialized patent ensures a strategy for deciding if an item (advert) is viewed as obvious in a three-dimensional gaming climate delivered on a screen, through an examination of the colours of an advert with the rendered colour on the screen.

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