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.
The spending continues to grow, as advertising will increase by an amount of up to 14.8 percent higher over last year. But there are reports that robots are accounting for over half of the advertisers' ad spend, which if it is true, it will severely shake the confidence in the marketplace.
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.
It is the hope of the Association of National Advertisers (ANA)that after this study is completed, people will get serious about tracking their ads, and there will be less bad behavior, but things move fast in the ad world and some think this may just be a blip on the radar.
The extent of the fraud in this industry is one of the reasons for ongoing debate, but no conclusion can be drawn for the time being. Hopefully, the study is going to shed some light into this area, for the benefit of all those who are involved in digital advertising.
The spending continues to grow, as advertising will increase by an amount of up to 14.8 percent higher over last year. But there are reports that robots are accounting for over half of the advertisers' ad spend, which if it is true, it will severely shake the confidence in the marketplace.
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.
It is the hope of the Association of National Advertisers (ANA)that after this study is completed, people will get serious about tracking their ads, and there will be less bad behavior, but things move fast in the ad world and some think this may just be a blip on the radar.
The extent of the fraud in this industry is one of the reasons for ongoing debate, but no conclusion can be drawn for the time being. Hopefully, the study is going to shed some light into this area, for the benefit of all those who are involved in digital advertising.
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