And it ends up costing marketers big time. A further study by the ANA and White Ops, an ad fraud detection firm, estimates that marketers in the US alone will lose more than $7 billion globally to fraud this year.
Another statement that our industry treats as a truism: “Ad fraud is inevitable.” But that doesn’t have to be the case. With a partner like Conversant that offers more transparency into where traffic comes from—one that pulls in historical and real-time transactional data, CRM data, device IDs, cookies and more anonymised IDs of millions of consumers—bots can be beaten. When marketers are given a solid base of humans to serve ads to, they can feel confident that they’re avoiding bots, saving money and getting real results for their ad spend.
Ad fraud is just one of three issues that must be solved to ensure great ad quality. To find out more about our holistic solution to solving all of them, download our ad quality guide.
Conversant is the leader in personalised digital marketing, transforming the industry through cutting-edge technology, bold creative and a staggering amount of data. Its roster of 4,000 clients includes 400+ blue chip brands and 65 of the Internet Retailer Top 100. Coupled with the world’s largest affiliate marketing network, CJ Affiliate, they drive incremental sales better than anyone. Conversant is a division of Epsilon, the global leader in creating customer connections that build brand and business equity.
For more information, please visit conversantmedia.eu