How do you combat ad fraud?

1 Know the signs of ad fraud

It's important to be aware of the common indicators and red flags that suggest something is wrong with your ad campaigns. These could include abnormally high or low click-through rates (CTRs), cost per action (CPA), or return on ad spend (ROAS), sudden spikes or drops in traffic, conversions, or installs, discrepancies between different analytics or attribution platforms, low engagement or retention rates of users acquired through ads, unusual or suspicious patterns of user behavior, such as repetitive clicks, invalid devices, or geographic anomalies, and high bounce rates or low session durations on landing pages. If any of these signs are present, it's important to investigate further and identify the source and extent of the fraud.

2 Choose your partners carefully

When selecting advertising partners, it's important to be careful and avoid working with shady or unverified publishers, networks, or platforms. Look for partners that have a transparent and reputable track record, a clear and detailed reporting and billing system, a proactive and responsive customer service and support team, and a robust and certified anti-fraud technology and policy. Additionally, review and update your contracts and agreements regularly to include clauses that protect your rights in the event of ad fraud.

3 Use anti-fraud tools and solutions

To combat ad fraud, utilizing anti-fraud tools and solutions is an effective way to monitor, measure, and mitigate its impact on ad campaigns. There are various types of these tools available in the market, such as ad verification tools which verify the quality and validity of ad placements, impressions, clicks, and conversions; ad fraud detection tools which identify and flag fraudulent activity and sources; ad fraud prevention tools which block or filter out fraudulent traffic; and ad fraud attribution tools which track and attribute conversions and installs to legitimate sources. It is important to choose the anti-fraud tools that are suitable for your needs and budget, and integrate them with your existing advertising platforms and systems.

4 Educate yourself and your team

The last step to combat ad fraud is to educate yourself and your team about the latest trends, threats, and solutions in the ad fraud landscape. You should stay updated and informed about the current and emerging types, methods, and sources of ad fraud and how they affect your industry and niche. It is also important to learn and adopt the best practices and standards for ad fraud prevention and detection from reputable sources and experts. Furthermore, you should train your team to recognize and report ad fraud incidents and issues, as well as take appropriate actions and measures. Additionally, joining industry associations, forums, and events that promote awareness, collaboration, and innovation in combating ad fraud can be beneficial. By educating yourself and your team, you can increase your knowledge and skills while also enhancing your confidence and credibility in fighting ad fraud.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?