US Ad Fraud 2017: Buyers and Sellers Fall Prey to More Sophisticated Forms - eMarketer
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US Ad Fraud 2017: Buyers and Sellers Fall Prey to More Sophisticated Forms

eMarketer Report

By: eMarketer

Published: May 24, 2017

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

Executive Summary

Buyers and sellers now have to worry about more advanced forms of fraud siphoning away digital display ad dollars.

  • It’s difficult to know just how much money US advertisers and publishers lose to ad fraud annually, but estimates based on select samples of impressions would suggest fraud is a multibillion-dollar problem worldwide.
  • As industry fraud detection and prevention tools have advanced, so too have the lengths to which fraudulent parties go to deceive buyers. With most tools now adept at identifying and even preventing dollars from going to nonhuman traffic and other forms of general invalid traffic, more sophisticated forms of fraud are on the rise.
  • US advertisers see varying levels of fraud depending on where they buy their media, which formats they buy, the types of fraud prevention tools they use and how active they are in looking to identify instances of fraud. Advertisers typically see higher instances of ad fraud in higher-value areas, such as mobile and video, and in less transparent programmatic arenas, such as the open markets.
  • Continued vigilance on the part of buyers and ongoing advancements to make sellers as transparent and legitimate as possible will be critical to help prevent digital ad dollars from flowing to perpetrators.

"Issues of media quality, including ad fraud, remain top of mind for US digital marketers, according to a February 2017 survey by Adobe Digital Insights."

Table of Contents

Sizing Up the Ad Fraud Problem

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Levels of Ad Fraud

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Continuing the Fight Against Ad Fraud

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4 charts are included in the full report:

US Ad Fraud 2017: Buyers and Sellers Fall Prey to More Sophisticated Forms

Leading Challenges of Media Buying According to US Digital Marketers, Feb 2017 (% of respondents)

Sizing Up the Ad Fraud Problem

Leading Challenges of Media Buying According to US Digital Marketers, Feb 2017 (% of respondents)

Levels of Ad Fraud

US Digital Display Ad Benchmarks: Fraud* Rate, by Purchase Method and Fraud Prevention Usage, H2 2016 (among impressions analyzed by Integral Ad Science)

Digital Video Ad Benchmarks Worldwide*: Fraud** Rate, by Purchase Method and Fraud Prevention Usage, H2 2016 (among impressions analyzed by Integral Ad Science)

Invalid Traffic Rate Worldwide, by Stage of Ad Serving Process, 2016