In this episode of the MadTech Podcast, Nicole Pruess, freelance presenter and educator at U of Digital, joins ExchangeWire editor Aimee Newell Tarín and COO Lindsay Rowntree.

They discuss Meta profiting from fraudulent ads on its platforms, TikTok’s and Netflix’s podcasting push, and transparency in CTV advertising.

This week's stories:

Meta is earning a fortune on fraudulent ads

Documents seen by Reuters show Meta’s predictions that 10% of its 2024 revenue would come from running ads from scams and banned goods. One document reveals that its platforms show users an estimated 15 billion “higher risk” scam advertisements (those that show clear signs of being fraudulent) every single day. Annually, Meta earns about $7bn in revenue from this category of scam ads. Meta only bans ads when its automated systems predict a marketer is at least 95% certain to be committing fraud.

A podcast push from TikTok and Netflix  

TikTok and iHeartMedia are teaming up to create the TikTok Podcast Network, an initiative which will feature podcasts from TikTok creators. The companies also announced TikTok Radio, a station blending creator-hosted segments with trending music and behind-the-scenes stories. The partnership aims to attract sponsorships and new revenue streams. 

Meanwhile, Netflix is reportedly planning to produce original video podcasts exclusive to its platform. The company has approached creators to develop new shows and is preparing to redesign its mobile app to make podcasts easier to discover. 

What buyers are asking for when it comes to transparency in CTV advertising 

An opinion piece on ExchangeWire by Clem Birdsall, sales director at Publica by IAS, examines transparency in CTV advertising, with a focus on what buyers are currently asking for. He concludes that for buyers, better outcomes are built on a foundation of transparency, and that this presents both a challenge and an opportunity for publishers. 

The challenge is that it requires investment in ad serving and data infrastructure that can capture and share this level of detail. The opportunity is that by meeting buyer expectations, publishers can differentiate themselves, command stronger demand, and build deeper relationships with agencies and brands.