Shocked advertisers scrutinize ad buys with Colossus after Adalytics report, citing mislabeling IDs leading to unintended purchases, disrupting conversion tracking.
One agency group meticulously reviewing bid requests and impressions with Colossus, preparing for financial implications and a potential reevaluation of their partnership.
Suspicions of ID spoofing by Colossus might result in at least a 30% CPM lift, potentially reaching 200% to 400% increase with additional identifying information, like profession or multicultural indicators.
Multiple ad tech vendors distancing from Colossus as a marketplace post-allegations, reflecting industry-wide concerns and reevaluation of partnerships.
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