The launch of this bot fraud study could be the starting point of a revolution in the digital advertising industry. This is very important if we believe various reports stating that 50% of all digital advertising expenditure is wasted with bot fraud. Although there's no solid evidence to support this figure, everybody in the industry agrees this type of fraud exists.
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.
In today's market, where buying and selling ads has become mostly an automated process, it is important to provide a safe and secure environment for the advertisers, so that they see the advantage of putting bigger budgets into digital advertising compared to traditional media.
The intent of the study is to get advertisers to the point that they track more of their ads themselves so they will uncover the fraud. The results of the study will be shared with the industry sometime during the fourth quarter. It is a low blow to think that billions of dollars are being paid to advertisers, only to find out that they are the very ones that are ripping off the brands.
Bot fraud poisons the digital advertising system, there's no doubt about it. However, when it comes to estimating the extent to which it penetrated the system, it's hard to come up with any figure. This is why, the Association of National Advertisers, also known as ANA, started a study in which they are going to track the campaigns of 30 advertisers for 30 days.
The study is going to take place during the month of August. It is handled by White Ops, a digital advertising security company. They are going to use Javascript tags to track all campaigns that participate in the study.
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.
In today's market, where buying and selling ads has become mostly an automated process, it is important to provide a safe and secure environment for the advertisers, so that they see the advantage of putting bigger budgets into digital advertising compared to traditional media.
The intent of the study is to get advertisers to the point that they track more of their ads themselves so they will uncover the fraud. The results of the study will be shared with the industry sometime during the fourth quarter. It is a low blow to think that billions of dollars are being paid to advertisers, only to find out that they are the very ones that are ripping off the brands.
Bot fraud poisons the digital advertising system, there's no doubt about it. However, when it comes to estimating the extent to which it penetrated the system, it's hard to come up with any figure. This is why, the Association of National Advertisers, also known as ANA, started a study in which they are going to track the campaigns of 30 advertisers for 30 days.
The study is going to take place during the month of August. It is handled by White Ops, a digital advertising security company. They are going to use Javascript tags to track all campaigns that participate in the study.
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