#programmaticadfraudinusa

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Programmatic Ad fraud: The bane of the Branding Campaigns

The global programmatic advertising market size is expected to grow at a CAGR of 22.8% from 2024 to 2030. Programmatic advertising encompasses a wide range of digital channels, from walled gardens like Google and Facebook to connected television (CTV) and OTT. This variety of channels’ capacity increased the reach of advertisements to even broader groups of audiences.   

However, this wider scope of innovation has also opened the door to significant fraud, with programmatic ad fraud becoming a growing concern for marketers worldwide. With the programmatically run advertisements at $546billion in 2023 according to a Statista report, the volume of ad fraud and low-quality impressions stand at 15-20% according to mFilterIt reports.  

To make their digital campaigns a success advertisers need AI-ML driven ad fraud analytics to improve ROAS (return on ad spends) and reduce budget wastages.  Click here to read more about Programmatic Ad fraud

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Safeguard Your Programmatic Ad Campaigns from Fraud

To stay on top of your digital marketing game, safeguarding your programmatic ad campaigns from fraud is paramount. Ad fraud can drain your budget, distort your performance metrics, and threaten your brand’s reputation.

Protects Your Digital Ad Campaigns

Advertisers need comprehensive protection against fraudulent activities. Here’s how it ensures the integrity and effectiveness of your programmatic advertising:

Identification and Filtering of Invalid TrafficMeticulously analyzes traffic to identify and filter out invalid clicks and bot activities. This ensures that your ads are seen by real people, enhancing engagement and conversion rates.

Automated BlacklistingBy automating the blacklisting of suspicious traffic sources, continuously cleanses your traffic, prevent fraudulent sources from inflating your ad spend.

Enhanced TransparencyAccuracy in measurement and weeding out invalid or fraudulent traffic build trust and transparency allowing for more informed decision-making and improved ROI on ad spends.

Click here to read more about Programmatic Ad Campaigns

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Programmatic Ad fraud: The bane of the Branding Campaigns in USA

Frequency Cap Breaches – Frequency capping is when a brand sets a limit on the number of times its advertisement is displayed to a given user within a specific time frame. Breaching this leads to oversaturation, which means the ads are shown to the same users instead of reaching a broader audience. This not only wastes ad spending but also lowers the reach of the ads and the campaign’s overall efficacy, which is in violation of the objective of the branding campaign. mFilterIt has identified approx. 25% of f-cap violations depending on the campaign. 

Inaccurate OTT Viewability Scoring – Viewability metrics are crucial for determining if an ad has been viewed by a human or a bot. Uncertain data from inaccurate metrics might make it challenging for advertisers to assess the success of their efforts. Without accurate viewability, brands may end up paying for impressions that their intended audience never saw.   

Low-Quality Impressions –These impressions come from content that mainly attracts visitors who are not genuinely interested in the brand or product. It comes from sites specially designed to generate clicks from clickbait sites resulting in limited reach and exposure. Such sites have poor conversion rates causing brands to waste budget and inefficient ad placements.  These are mostly generated by Made-For Ad Sites (MFAs). The ANA report on ad fraud states that MFA websites represent 21% of impressions and 15 % of ad spend overall.  

Read more about Programmatic Ad fraud