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Forrester Data Report: Ad Fraud And Viewability Forecast, 2016 To 2021 (US)

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March 30, 2017

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Why Read This Report

Ad fraud and non-viewable ads are problems for the digital ad industry, resulting in wasted time, effort, and money. This forecast report quantifies these problems and shows how we expect them to evolve over the next five years. We estimate the digital ad dollars lost on US desktop/laptop ads, segmented by display and video formats and by direct and programmatic inventory types. Both ad buyers and sellers should read this report to better understand the risks of ad fraud and non-viewability and how mitigating them can generate value.

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Table of Contents

  • Nominal Dollar Wastage Due To Fraud And Non-Viewability Is Large
  • Real Economic Wastage Is The Value Destruction Resulting From IVI
  • Several Factors Could Result In Variations In Our Forecasts
  • What It Means

  • Cleaning Up IVI Will Benefit Multiple Parties
  • Supplemental Material
  • Related Research Documents

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