Last year there was some good news for the ad tech industry when the Association of National Advertisers announced that they believed ad fraud would drop from $7.2 billion in 2016 to $6.5 billion in 2017.
But soon thereafter new facts came to light that told a different story.
Adobe inspected traffic across thousands of its client sites and found that 28 percent of the traffic showed "non-human signals" indicating that it was fraudulent. Bob Hoffman of The Ad Contrarian calculated, based on this fact, that ad fraud may reach $66 billion in 2018, which is 10 times more than the $6.5 billion predicted for 2017 by the ANA.
So, who can you believe?
It's possible that the safeguards put in place by programmatic trading platforms, and ads.txt, which requires publishers to list authorized buyers, could be having a positive impact. But even if these initiatives are whittling away at the problem, there is another possibility that the fraudsters have simply gotten better at covering their tracks. Online fraud might, in fact, be growing but we just can't see it.
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In addition to highlighting some case studies at the Key Executives Mega-Conference, highlights will be shared on the Solutions Stage from a recent study conducted by Dev/Con Detect, on the top 2,000 ranked Alexa news sites, benchmarking what percent of those sites had vulnerabilities to ad fraud, what types of fraud and tips.
Casey Hester, vice president, customer success with Dev/Con Detect, says: "Most cybersecurity companies working in media and advertising are focused on blocking bots and malware that only treat the symptoms. Our technology and indexing identifies the exact hijacked ad slots, ad-injections, and networks allowing 'spammy,' low-quality ads."
The Mega-Conference will be held Feb. 26-28 in San Diego, Calif.
Dealer.com, a Cox Automotive brand, and White Ops, a market leader in automated threat prevention, have announced a partnership to combat advertising fraud that will enable a superior return on investment for automotive industry advertisers. Dealer.com is the first automotive-focused advertising provider to partner with White Ops.MORE
Losses from digital ad fraud range from $6 billion to $16 billion annually, and the current supply chain structure makes it easy and attractive to commit ad fraud with little chance of retribution. Marketers, agencies, publishers and technology suppliers are frustrated. Trust is at an all-time low. The industry is nearing crisis stage as marketers are seriously questioning, rethinking and redoing their digital investments.
How do we solve the ad fraud crisis? By recognizing three truths.
Read more from Tom Drouillard, CEO, president and managing director, Alliance for Audited Media.MORE
Two presenters at the Key Executives Mega-Conference shared a case study showing how easy it can be for a code developer to skim display ad dollars from a newspaper's website, as well as tips for preventing this type of fraud.MORE
The Alliance for Audited Media recently sat down with Dr. Augustine Fou, a recognized thought leader in digital strategy, integrated marketing and ad fraud research. In part one of this two-part interview, Dr. Fou shares his experiences with ad fraud, the bots behind it and how bad actors take money away from good publishers and advertisers.MORE
In the digital age, the Sun Newspapers in southwest Florida are betting on the future of print.
Under the new ownership of Adams Publishing Group and after nine months of planning, the Port Charlotte Sun and its new sister paper, the Punta Gorda Sun, roll out Wednesday with a new look, new sections and new approaches to news coverage intended to expand what readers are getting for their subscriptions.
"Overall, we wanted to create a much better newspaper for our readers, and we wanted to grow our circulation, to modernize and give it a new exciting look and feel," said Publisher Glen Nickerson. But it isn't just one newspaper, it's several.
The biggest change is that the Charlotte Sun will be split into two editions. "It will become the Punta Gorda Sun and the Port Charlotte Sun," Nickerson said.More