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We have come a long way in our examination of online ad fraud. So far, we have learned: what ad fraud looks like, why it exists and who should be responsible for stopping it. Today, we are going to learn about the practical matter of protecting yourself, as a marketer, against ad fraud. In a perfect world, fraudulent inventory would never make its way into the marketplace.
… with publishers (rightly so), making it difficult for DSPs to get information or ask questions directly of publishers. That said, there are things that can be done. For my company’s DSP, we use a combination of human checks mixed with technical measures to monitor and block fraud on our platform. In addition, all our DSP traffic is monitored using third-party…
… to a tremendous amount of ad fraud, whether it’s non-human traffic or just low-cost human traffic that is arbitraged: CPM is what drives all of it. Since CPM incentivizes and rewards scale, many publishers pursue scale by any means necessary, including questionable traffic acquisition, which deteriorates the quality of the ad tech ecosystem…
… looking at the overall quality of their ad campaigns. It is the fundamental first step before trying to optimize for viewability or brand safety, because it essentially poisons everything else if left unchecked. With respect to sizing the impact of ad fraud, this excerpt from AdExchanger provides a guesstimate: The Association of National…