Article link: £13.6bn publisher adtech claim versus Google takes step forward
Description: A £13.6bn legal claim against Google for allegedly rigging the online advertising market has been allowed to proceed as a collective action by the UK’s Competition Appeal Tribunal. Funded by Fortress Legal Investment, the case is led by journalist Charles Arthur, lawyer Kate Wellington, and former Ofcom director Claudio Pollock. If successful, UK publishers affected between 2014 and 2022 could receive significant damages. The case may go to trial in 2026 unless Google settles. Similar antitrust actions against Google are ongoing in the US and EU, with previous fines and rulings for abusing its dominant position in adtech.
Article link: Verification Providers Missed Easy-To-Spot Bots, Says Adalytics. What Went Wrong?
Description: Adalytics’ latest report reveals that major verification providers and ad tech platforms failed to detect obvious bot traffic. The bots, linked to HTTP Archive, openly declared their bot status, yet ads were still served to them. Possible explanations include missing user agent data, outdated IP address lists, and sampling issues. Some speculate DSPs let bots through for model training, though experts argue this was a detection failure. The report raises concerns about ad tech’s effectiveness, with industry insiders blaming a lack of technical expertise and accountability. While agencies and brands remain complacent, publishers may take action to combat bot traffic.
Article link: Publishers grapple with Q1 ad revenue challenges in a ‘buyer’s market’
Description: Publishers faced a tough Q1 as ad revenue declined due to cautious advertiser spending, lower CPMs, and a slowdown in custom content demand. The open market dropped by about 20%, while a surplus of CTV inventory pushed rates as low as $10 CPMs. Advertisers prioritized lower-funnel marketing, reducing budgets for brand awareness efforts. Some industry leaders anticipate a rebound, noting past trends where brands returned to upper-funnel strategies after testing performance-driven approaches. However, uncertainty remains as publishers navigate a buyer’s market with downward pressure on pricing and shifting advertiser priorities.
Article link: AppLovin Hires Law Firm to Investigate Short Report Claims
Description: AppLovin has hired Quinn Emanuel Urquhart & Sullivan to investigate allegations from short sellers, including Muddy Waters, claiming the company misled investors about its technology and financials. The report led to a 20% stock drop. CEO Adam Foroughi dismissed the claims, calling them misinformation. The company also faces a class action lawsuit alleging securities fraud and manipulative advertising. Despite strong past growth, AppLovin’s momentum is slowing, and it recently laid off 97 employees. Following the legal response, its stock rebounded slightly but remains far below its February peak of $510 per share.