Ad fraud has cost marketers 1.89 billion pounds globally in the first quarter of 2019.
This piece says that Ad fraud might cost businesses £38 billion by 2025, according to a forecast by the World Federation of Advertisers. Growth in ad fraud would make it more difficult for marketers to determine the effectiveness of their campaigns.
Fraudsters are using bots that can mimic real-user like behaviour, which makes engagement appears genuine and makes it harder for brands to distinguish between real and fake activities. Along with the financial risks associated, fake engagement can also lead to reputational damage for brands.
The author contends that by implementing multi-layer security, advertisers can spot and counteract the growing threat from fraudsters. It can also save advertisers’ millions in potential ad spends.
[4 minute read]