Ad tech vendor Colossus faces scrutiny for alleged mismanaging IDs

Ad tech giant Colossus is in hot water amid accusations of duping advertisers into buying audiences they never intended to target.

Shocked by the allegations, several of them are now scrutinizing their ad buys with the ad tech vendor to check if they’ve been misled.

Their concerns stem from a report by ad transparency startup Adalytics, which discovered that Colossus was mislabeling IDs, leading to unintended ad purchases. The repercussions of these erroneous purchases are significant, ranging from targeting the wrong audiences to bombarding them with repeated ads and potentially disrupting conversion tracking models.

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