Ad Fraud Threatens Digital Platforms, Report Warns
Organizations that have swiftly transitioned to digital platforms are facing a significant threat: ad fraud. According to a recent report by techARC, titled 'The Ad-Fraud Report', these organizations could be losing more than half of their ad spends to fraudulent activities.
The report, based on trends from digital fraud detection platform mFilterIt and extensive research, highlights the growing concern of ad fraud on digital mediums. These frauds can manifest in various ways, including fake clicks or false impressions. The Covid-19 pandemic has exacerbated the situation, with digital advertising spends doubling and ad frauds projected to increase to a staggering 45-55 per cent.
To combat this, advertisers are urged to employ several tools. These include programmatic advertising platforms with integrated fraud detection, such as pre-bid filtering and inventory screening. Brand safety tools are also crucial to avoid suspicious impressions and bad placements. A defense-in-depth security approach, data encryption, and compliance with industry standards are other vital measures. Additionally, targeting capabilities using demographic, behavioral, and third-party data combined with predictive analytics can help optimize campaign performance while minimizing fraud risks.
Digital marketing has become an essential business medium, particularly during the Covid-19 pandemic. However, the increasing threat of ad fraud underscores the need for organizations to implement robust protective measures. By doing so, they can safeguard their ad spends and ensure the effectiveness of their digital marketing strategies.
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