Researching digital advertising ads fraud & perfect solution

First of all I would like to introduce you about the ad fraud, types of ad frauds in the digital advertising industry and then will introduce some research on perfect solution. Ad fraud is a practice of fraudulently representing online ads impressions, clicks, conversions or data in order to interpret the revenue. The exact figure is still not clear but if you are the victim of ads fraud then it's possible that 50% of the ads budget is wasted which might leads to fake clicks, impressions and poor conversion results. Due to this many large organizations are either restricting or decreasing their advertising budget. brands like Unilever, News UK, and Financial Times have taken steps to reduce their budget and monitor ad fraud. Proctor and Gamble reportedly slashed its advertising budget by $750 million last year and stopped working with half of its agencies due to ad fraud. Thus different platforms in digital space also suffers, as users who receive a poor experience flock to alternative platforms that delivers a better experience. Actually the ad fraud committed by real people is actually the hardest to detect.

There are many types of ads fraud which are increasing day by day, few of the popular & known ad frauds are:

1. Hiding ad impressions
2. Fake Sites
3. Video ad fraud
4. Paid traffic fraud
5. Bot Traffic
6. Search (CPC) Ad Fraud
7. Affiliate (CPA) Ad Fraud
8. Lead (CPL) Ad Fraud
9. Ad Injection and Adware Fraud
10. Broken Ads
11. Domain Spoofing or Laundered Ad Impression Fraud
12. Re-Engagement : Converts organic to inorganic

Contd..

The fraudsters will always be there, So it's better to discuss more on some ways to find the perfect solution.

“digital advertising ecosystem is built on the trust, it works at its best when all participants are good, & when no one tries to deceive anyone else. That’s why ad fraud is potentially damaging – hence it can erode trust.”

Few ways to solve the Ad Fraud issues

• Focus on conversion based model rather than CPM model
• Use Big data analytics to compare results of campaigns for large volume of traffic frauds
• Research & Block countries having high suspicious clicks
• Filtering the placements of ads on non genuine high traffic websites
• Integrating and leveraging machine learning & AI technologies
• Tech companies filter these ads frauds & can help advertisers, a few are listed below:

1. Forensiq

2. Integral Ad Science

3. Iponweb

4. Pixalate

5. Nielsen/IAB

6. Spider.io 

Facebook is working with the MRC and group of advertisers and agencies to develop more robust standards for viewable impressions. Google recently acquired Spider.io and are fighting against ad frauds. According to an article which was published in Ad Age, titled Inside Google’s Secret War Against Ad Fraud, “when Google labels traffic as nonhuman, it takes dramatic action, refusing to pay the publisher that served the ad and hence it does not charge the advertiser a cent.