According to an early 2017 study conducted by Fraudlogix, an ad fraud solutions specialist catering to global DSPs and SSPs, an evaluation of 1.3 billion random ad impressions during a 30 day period uncovered that 247 million of the monitored impressions, roughly 19 percent, were found to be either fake or bot generated.
Fraudlogix’ global analysis study focused on the activity of 59,000 publishers over a 30 day evaluation in April 2017.
In particular, 514 publishers (0.9%) were found to be responsible for more than 50% of all of the fraudulent activities documented during the study.
Fortunately for advertisers, the fake impressions were discovered not to be spread across the internet, but rather, clustered within a small group of publishers whom are uniquely accountable for the majority of fraudulent activity currently monitored in the study.
Going further, roughly 2,000 publishers (3.0%) of the same pool were generating more than two-thirds (68%) of all of the ad fraud found.
Fraudlogix found that the publishers whom were participating in ad fraud were buying bot-generated traffic in order to generate falsified impressions for advertisers.
Fraudlogix still believes that the ad industry as a whole is honest and is providing clean ad traffic.
Despite the optimism, figures released in March 2017 point to ad fraud costing advertisers $16.4 billion in wasted ad spend globally during the current calendar year, a figure which amounts to a total loss just short of 20% of the total digital ad spend worldwide in 2017.
Lesson of the day is to be careful what you buy!
Total Media Offers Consulting for Advertisers
As an advertiser you need to maximize your return on investment across all media channels. That’s where Total Media comes in: We harness multiple technologies, skills and languages, with over a decade of advertising technology experience to deliver optimal results for our customers. Our expertise in programmatic technologies and platforms will maximize your advertising campaigns.
Total Media prides itself on enabling organizations to take their business to the next level with meaningful marketing that aligns customer’s advertising strategy and their content with measurable, reliable and results-driven marketing.
We have an abundance of experience working with both premium advertisers and publishers with highly-trafficked websites seeking to maximize their ROI through programmatic direct. If you would like to begin using programmatic direct on either the buy-side or the sell-side and are not sure how to begin, we can help you along the way. Feel free to contact us here for further consultation.
Brian Blondy is the Marketing Manager at Total Media. You can contact Brian by email at brian(at)totalmediasolutions(dot)com or on LinkedIn