Advertising TechnologyAnalytics & Testing

4 Strategies to Mitigate the Risk of Rampant Click Fraud

Digital Advertising will most likely be the top media advertising expenditure in 2016 according to comScore. That’s also making it an irresistible target for click fraud. In fact, according to a new report on fraud in the online advertising industry, one-third of all advertising expenditures will be wasted on fraud.

Distil Networks and the Interactive Advertising Bureau (IAB) have released A Digital Publisher’s Guide to Measuring and Mitigating Bot Traffic, a report that examines today’s digital ad fraud problem.

Key Click Fraud Findings

  • 75% of publishers and 59% advertisers are unable to decipher human versus non-human traffic.
  • Skewed analytics (50%) and lead fraud and fake registrations (32%) are also important non-human traffic problems to both publishers and advertisers.
  • Click and impression fraud are the top concerns for both publishers (86%) and advertisers (100%) when it came to web traffic issues.

ad-fraud

The report is incredibly in-depth and walks publishers and advertisers through how click fraud works as well as strategies to mitigate the risk, including:

  1. Performance – Focus less on raw numbers and more on observable actions. Incorporate incentivized performance metrics for your agency to ensure quality business results.
  2. Ignore Views – Viewability is easily faked by bots and other non-human traffic.
  3. Quality – Budget for quality, not quantity. Allocate money away from long-tail sites in ad exchanges, where fraud is more prevalentand buy inventory on mainstream, premium sites.
  4. Demand Transparency – If the your agency or ad inventory suppliers can’t show you where each ad
    impression was served, don’t use them.

Download A Digital Publisher’s Guide to Measuring and Mitigating Bot Traffic

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Douglas Karr

Douglas Karr is a fractional Chief Marketing Officer specializing in SaaS and AI companies, where he helps scale marketing operations, drive demand generation, and implement AI-powered strategies. He is the founder and publisher of Martech Zone, a leading publication in marketing technology, and a trusted advisor to startups and enterprises alike. With a track record spanning more than $5 billion in MarTech acquisitions and investments, Douglas has led go-to-market strategy, brand positioning, and digital transformation initiatives for companies ranging from early-stage startups to global tech leaders like Dell, GoDaddy, Salesforce, Oracle, and Adobe. A published author of Corporate Blogging for Dummies and contributor to The Better Business Book, Douglas is also a recognized speaker, curriculum developer, and Forbes contributor. A U.S. Navy veteran, he combines strategic leadership with hands-on execution to help organizations achieve measurable growth.

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