Global financial loss due to ad fraud down by 11% over two years to total $5.8 billion

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 10, 2019, 7:41 AM UTC

DSPs or SSPs weeding out fraudulent impressions was a contributing factor.

Association of National Advertisers (ANA) and White Ops’ Bot Baseline report studied 50 ANA member companies, advertisers and their agencies. The last two years has seen a decline in ad fraud going from $6.5 billion in 2017 and expected to reach $5.8 billion in 2019. Digital ad spends grew by 25.4% during this time period.

Demand-side platforms (DSPs) or supply-side platforms (SSPs) invalidating a “majority” of fraudulent impressions before invalid traffic is paid for have restricted the losses from growing upto $14billion annually. Ads.txt created by IAB Tech Lab is one measure that reduced desktop spoofing and brought down desktop ad fraud rates.

Additionally, advertisers used platforms supported by fraud prevention measures allowing for increased programmatic transactions. With buying processes for “sophisticated and realistic” bot traffic becoming expensive and less efficient, bot traffic vendors have been driven underground.

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