Ad frauds are rising with 18% of OTT TV ad inventory being fraudulent

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 10, 2019, 4:43 PM UTC

AdLedger, a non-profit research and development firm, analysed over 1 billion OTT ad requests over two years.

This article cites an AdLedger report stating that 18% of over-the-top (OTT) TV ad inventory is fraudulent. With OTT and social expected to push spending on programmatic ads by 19% to $34.9 billion in 2020, marketers expect ad fraud to rise further.

The report states the most common form of OTT ad fraud has fraudsters claiming to show ads to US users which are actually shown to other markets. Device-based and app-based ad frauds are also common.

According to Juniper Research estimates, ad fraud among mobile, online and in-app channels is also expected to grow by 21% this year. Juniper attributes the rising number of scams to smaller advertisers who don’t use anti-fraud solutions and increasingly sophisticated online scammers.

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