![]() Nearly 70% of fraudulent impressions come from 3% of publishersĬlick Farms are another common method of ad fraud.76% of sophisticated invalid traffic (SIVT) came from machines which have a human and a bot on the same machine, making them harder to detect.Nearly 25% of all video ad impressions are fraudulent (viewed by machines, not humans).Sites with bot only traffic make up 20% of all websites.Source: ANA/White Ops Bot Baseline 2016-2017 Report ![]() The ANA/White Ops 2017 report found 3.6 times as much fraud was coming from sourced than non-sourced traffic. Behind every big bot problem, someone is paying a traffic source. Unfortunately, it is susceptible to fraud because not all sources of traffic are equal. Paid traffic acquisition – otherwise known as traffic sourcing – is an ordinary part of promoting a site to reach a larger audience and is not inherently bad (see image below). But bots are smart enough to mimic human behaviour, making them difficult to detect. Robotic traffic is driven by code, not humans so it has no ability to generate real conversions or purchases. Traffic Sourcing is the major risk factor for fraud.ĭigital marketing is plagued by an increasing level of illegal activity known as traffic fraud which is used by criminals to exploit the system and get paid for fake, non-human traffic – in other words, bots.Īdvertisers expect that online content used in digital marketing campaigns is viewed by human audiences – that’s why they’re willing to spend billions on getting their product or brand in front of someone with the potential to buy. In 2015 Google put the figure slightly higher at 44%. The number of impressions which aren’t viewed can be as high as 85% and, as far back as 2012 Incapsula was reporting that only 35% of all internet traffic was human. What does this mean in reality? Half, or more, of paid online display adverts have never been seen by an actual person. The latest study, which includes insights from 129 digital marketing leaders with performance marketing responsibilities, showed two-thirds of marketers experienced some kind of marketing fraud in 2020. They uncovered hundreds of millions of bots infecting the advertising of big brand names including Ford, Verizon and Pfizer. Digital ad fraud affects between 10 to 60 per cent of different types of digital advertising, according to numerous studies.įoremost amongst these was a landmark study carried out in 2016 by the Association of National Advertisers and digital security firm White Ops (now Human), which monitored 181 digital marketing campaigns from 36 ANA member companies across 60 days. Unfortunately, along with all that advertising comes ad fraud. The latest Interactive Advertising Bureau (IAB) / PwC Digital Adspend report for the first half of 2021 shows the market has continued its growth with £10.5bn spent. The UK digital advertising industry was worth an estimated £16.5 billion in 2020, a growth of 5% on the 2019 figure and with a 75% year-on-year growth, smartphones now account for 64% of all spend. It’s a bold statement to make but it’s fully justified by recent industry events which have highlighted failings and exposed weaknesses. Fraud is killing your digital marketing campaigns.
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