Trends Report

Ad Fraud: Tackle Digital Ads' Dirty Little Secret And Make Money In The Process

Publishers That Deliver Transparent And Fraud-Free Ad Inventory Environments See Greater Advertisers' Investments

November 11th, 2014
Susan Bidel, null
Susan Bidel
With contributors:
Luca Paderni , Samantha Merlivat , Wei-ming Egelman

Summary

Even the Interactive Advertising Bureau (IAB) admits there is a significant level of fraud in the digital advertising ecosystem. It exists in display, mobile, and video. Brand marketers, who control the largest advertising purse strings, are reluctant to invest in a medium that cannot guarantee the quality of its audiences. Premium publishers must realize that every time they decide to buy traffic, they open the door to fraudulent activity. Publishers that proactively tackle advertising fraud and succeed in delivering authentic audiences are focusing on quality over scale, demanding transparency, and moving to buy on a white-list basis. Marketing leaders should read this report to learn what tools are available in the programmatic environment to help publishers maintain the integrity of their own advertising offerings and help them monitor and control the threat of fraudulent ads.

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