Tuesday, March 5, 2024

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    Media Briefing: Some agency execs are mystified by heightened invalid traffic counts from Google compared to DSP reports

    This week’s Media Briefing is a market check on why some agency execs are noting an inflated rate of invalid impressions and click-through rates from Google despite DSPs telling a different story.

    • The invalid traffic dispute
    • Connecting the advertising dots
    • Condé Nast and theSkimm face layoffs, OpenAI teams up with Axel Springer and more

    The invalid traffic dispute

    During the Digiday Programmatic Marketing Summit last week, two agency executives voiced frustrations in the town hall discussions that Google was invalidating impressions and clicks from demand-side platforms to a greater extent than what the DSPs were reporting. But outside the walls of the town hall, those experiences around invalid traffic (IVT) don’t seem to be shared by other agency execs or publishers. 

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