Adalytics vs DoubleVerify

Chrome CrUX Ad Metrics Target MFA-Style Page Quality

In an opinion column, Shirley Marschall examines two ways that premium ad inventory can degrade: contamination (bad actors entering the supply chain) and convergence (independent publishers adopting aggressive monetisation due to economic pressure). She cites Adalytics' research showing MFA inventory appearing in PMP deals, and a case from T-Mobile's Noam Gissis where a premium news site crashed browsers, raising questions about MFA red flags emerging outside MFA sites. The article highlights Google's new experimental CrUX ad metrics (Ad Count, Ad Density, Ad Weight by CPU, Ad Weight by Network) as a browser-based measurement layer for inventory quality, which could help advertisers assess user experience beyond supply path.

• Google's Chrome User Experience Report (CrUX) adds four experimental ad metrics: Ad Count, Ad Density, Ad Weight by CPU, and Ad Weight by Network.
• Adalytics research found MFA inventory in PMP deals, with ads from 16 of 17 brands in the ANA study appearing on MFA sites in January 2024.
• T-Mobile's Noam Gissis reported a news site crashing browsers, leading to questions about MFA red flags emerging independently from MFA sites.

DV Research: 97% of Marketers Plan to Use AI, but Adoption Across Advertising Workflows Remains Uneven

DoubleVerify released new research showing that 97% of marketers plan to use AI, but adoption across advertising workflows remains uneven.

MarkApp: MENA Needs CTV Measurement, Verification Before Scale

In an interview ahead of ATS Dubai, Sotiris Oikonomou, managing director at MarkApp, argues that MENA's CTV market must not replicate US and European mistakes. He highlights that social video dominates MENA digital spend, with CTV growing but underdeveloped. Key concerns include the lack of household-level targeting, measurement, and verification, leading to inflated CPMs and unverified inventory. Oikonomou calls for industry-wide standards: declared supply paths, SupplyChain object usage, content metadata, and OM SDK compliance. He notes that CTV fraud in the US scaled 140% in Q1 2026, urging MENA to prioritize proof before scaling. IAB MENA is expected to release a household multiplier, and a language-based classification for Arabic content is needed. The market must educate both buyers and publishers to build trust and drive incremental growth.

• MarkApp's managing director Sotiris Oikonomou gave an interview ahead of ATS Dubai.
• MENA digital ad spend scaled ~18% year on year, with social media accounting for 60% of that growth.
• About 9% of users aged 18-34 in MENA use smart TV as first screen.

Global Study: Social Is Reshaping the Path to Purchase as Consumers Embrace Short-Form Video and Human Influencers

DoubleVerify (DV) released its 2026 Global Insights Report, 'Scroll, Stop, and Shop: Walled Garden Trends', based on surveys of 22,000 consumers and 2,020 marketers. The study shows social media is reshaping consumer purchase paths, with one in four consumers having bought via social media in the past year. Short-form video ads are the most effective format, prompting nearly 40% of consumers to click or buy. Influencers, particularly mega-influencers (influencing 49% of consumers' purchase decisions), play key roles. However, consumers are skeptical of AI-generated influencers, with nearly 40% reacting negatively. Marketers cite reaching the right audience as their biggest challenge, and regional differences are notable, with LATAM and APAC showing stronger social influence on purchasing.

• DoubleVerify's 2026 Global Insights Report, based on surveys of 22,000 consumers and 2,020 marketers, highlights social media as a direct purchase path.
• One in four consumers globally made a purchase via social media in the past year.
• Nearly 40% of consumers say short-form video ads prompt them to click or purchase.