The digital advertising security firm, White Ops has been hired to monitor and track instances of fraud during the month of August. The study will be done via JavaScript tracking tags on various advertisers campaigns. A report will be published at the conclusion of the study which will be intended to give insights and suggestions. The advertisers have not yet been made public, but it is said that they will be among the world's most recognizable major brands.
Since digital advertising has already reached about a quarter of all advertising expenditure, it makes sense to try to regulate it a bit more and to prevent and limit fraud as much as possible. There are reports that estimate bots account for as much as half of the expenditure. There's no confirmation for such statements and reports, but the phenomenon is worrisome in itself and it should be kept under strict control.
There is disagreement in the industry, with some of the major players calling the concern "disingenuous" and pandering with "scaremongering." Nevertheless, there is agreement that fraud does exist, and it is just a matter of how much exists.
This will determine more advertisers to become proactive in the fight for eradicating bot fraud. They need to understand the importance of taking all cautionary measures to protect their campaigns, because it's a matter of increasing their ROI at the end of the day. The less money you waste because of bots or other reasons, the more leads and conversions you'll get for the same budget. This is why the results of the study are of crucial importance for the industry. Everybody awaits the data and the conclusions which ANA promised to make public in the fourth quarter of this year.
With buying and selling ads becoming more and more automated, preventative measures against bot fraud are a must, if we want to keep this environment clean and trustworthy. Some order will be more than welcome, but let's wait and see what the study will conclude. This action is jointly led by three organizations, ANA, IAB and 4As and it aims at creating a digital supply chain as trustworthy as can be. It also wishes to motivate advertisers become more aware and more interested in fraud prevention methods, because it's their money that's getting stolen in the first place.
Marketers need to become more proactive in understanding the phenomenon and in finding solutions to fight it. The ANA promised that the results of the study, as well as the conclusions, will be shared with the industry before the end of this year. Hopefully, it will be the basis for further action in fighting bot fraud and in making digital advertising environment a much healthier place to be for all players on the market. It will be a gain for everyone but the thieves.
Since digital advertising has already reached about a quarter of all advertising expenditure, it makes sense to try to regulate it a bit more and to prevent and limit fraud as much as possible. There are reports that estimate bots account for as much as half of the expenditure. There's no confirmation for such statements and reports, but the phenomenon is worrisome in itself and it should be kept under strict control.
There is disagreement in the industry, with some of the major players calling the concern "disingenuous" and pandering with "scaremongering." Nevertheless, there is agreement that fraud does exist, and it is just a matter of how much exists.
This will determine more advertisers to become proactive in the fight for eradicating bot fraud. They need to understand the importance of taking all cautionary measures to protect their campaigns, because it's a matter of increasing their ROI at the end of the day. The less money you waste because of bots or other reasons, the more leads and conversions you'll get for the same budget. This is why the results of the study are of crucial importance for the industry. Everybody awaits the data and the conclusions which ANA promised to make public in the fourth quarter of this year.
With buying and selling ads becoming more and more automated, preventative measures against bot fraud are a must, if we want to keep this environment clean and trustworthy. Some order will be more than welcome, but let's wait and see what the study will conclude. This action is jointly led by three organizations, ANA, IAB and 4As and it aims at creating a digital supply chain as trustworthy as can be. It also wishes to motivate advertisers become more aware and more interested in fraud prevention methods, because it's their money that's getting stolen in the first place.
Marketers need to become more proactive in understanding the phenomenon and in finding solutions to fight it. The ANA promised that the results of the study, as well as the conclusions, will be shared with the industry before the end of this year. Hopefully, it will be the basis for further action in fighting bot fraud and in making digital advertising environment a much healthier place to be for all players on the market. It will be a gain for everyone but the thieves.
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