Media Briefing: Some agency execs are mystified by heightened invalid traffic counts from Google compared to DSP reports
This Media Briefing covers the latest in media trends for Digiday+ members and is distributed over email every Thursday at 10 a.m. ET. More from the series →
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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