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Co-Founder and President, White Ops
White Ops may have forecast a downswing in the number of dollars US advertisers will lose to fraud in 2017, but make no mistake: The war on fraud is far from over. eMarketer’s Lauren Fisher spoke with Michael Tiffany, the ad verification and fraud prevention firm’s co-founder and president, about the prime ad fraud targets for 2018—mobile apps and influencer marketing.
eMarketer: What happened in regard to ad fraud in 2017?
Michael Tiffany: [This year] was the first year we projected an actual decline in spending lost to fraud. When you dig into that, one of the underlying fibers is that the cost of perpetrating ad fraud has gone up, so the market price for fraudulent traffic has increased.
Top 10 Social Media Apps in China, Ranked by Reach, Q1 2018 (% reach and % change vs. prior quarter*)
Top 10 Mobile App Categories in China, Ranked by Average Daily Time Spent, Dec 2017 (minutes)
Level of Concern About Select Facebook Privacy and Security Issues Among US Facebook Users, April 2018 (% of respondents)
US Internet Users Who Would Pay for an Ad-Free Version of Facebook, April 2018 (% of respondents)
US Facebook Users Who Are Very Concerned About Invasion of Privacy When Using Facebook, by Demographic, 2011 & 2018 (% of respondents in each group)
Facebook Advertising 2018: eMarketer Tackles Big Questions on Usage, Privacy and Ad Targeting in Wake of Cambridge Analytica
US Social Network Users: eMarketer's Estimates for 2018–2022
Why AI’s Marketing Applications Are Narrow
How Publishers Can Profit from Buying Facebook Traffic
Data Feed: April 19, 2018
Data Feed: April 18, 2018