US Ad Fraud 2016: How More Sophisticated Methods Are Hurting Mobile, Video and Performance Measurement - eMarketer
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US Ad Fraud 2016: How More Sophisticated Methods Are Hurting Mobile, Video and Performance Measurement

eMarketer Report

By: eMarketer

Published: August 29, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

In spite of the great advances made in the fight against ad fraud, the practice is still costing US digital display advertisers billions of dollars.

  • Once a simple story of desktop banners being gamed by bots, ad fraud has expanded to include diverse and sophisticated methods of deception that now affect mobile and video.
  • The financial effects of fraud aren’t just being felt upfront. Fraud’s increasing ability to distort key metrics such as viewability and engagement are causing marketers to rely on skewed measurement and attribution models, which can also cause longer-term financial losses.
  • Improved industry guidelines and detection practices will continue to help, and so will the use of ad verification and fraud detection firms. However, fixing the problem also requires that buyers and sellers take partial responsibility for fraud detection, push for greater transparency and migrate away from easily gamed metrics and faulty benchmarks.

"Of the mobile programmatic bid requests sent to AppLift's demand-side platform (DSP) that were monitored by AppLift and Forensiq's fraud prevention technology, 34% had either a high or a suspected risk of ad fraud."

Table of Contents

Advertising Fraud in the US: Definitions and Numbers

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The Effects of Ad Fraud

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Fighting Ad Fraud

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Related eMarketer Reports and Briefs

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6 charts are included in the full report:

Ad Fraud in the US: How More Sophisticated Methods Are Hurting Mobile, Video and Performance Measurement

Share of Mobile Programmatic Bid Requests Worldwide that Are at Risk of Fraud, Sep 21-Oct 19, 2015 (% of total)

Advertising Fraud in the US: Definitions and Numbers

Concerns About Digital Media Buying/Planning According to US Media Agency vs. Brand Marketing Executives, April 2016 (% of respondents)

The Pervasiveness of Ad Fraud

Percent of US Online Ad Traffic Served to Bots, by Format and Buy Type, Aug 1-Sep 30, 2015 (based on impressions monitored by White Ops)

US Digital Display Ads that Are Fraudulent*, by Purchase Method, Q1 2016 (% of impressions in each group)

Share of Mobile Programmatic Bid Requests Worldwide that Are at Risk of Fraud, Sep 21-Oct 19, 2015 (% of total)

Fighting Ad Fraud

Significant Challenges to Using Programmatic Buying Effectively According to US Marketers, 2014 & 2016 (% of respondents)