- Ad fraud is everywhere. A recent study has found that 22% of mobile ad impressions are at risk of being fraudulent. That number shoots up to 33% when you evaluate just programmatic ads. In the US, the Association of National Advertisers (ANA) uncovered bots behind 52% of display impressions when traffic was sourced by third parties.
- Ad fraud happens when marketers don’t know who they’re targeting. In order to drive big campaign numbers, marketers often enlist the help of third parties to publish their ads across the far reaches of the web. But by trusting in third parties who don’t use quality, people-centric data, or who model their audiences rather than use transaction-based data, marketers don’t have insight into how impressions are served and measured. This lack of transparency and quality data allows ad fraud to thrive.
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.