Sunday, June 12, 2016

Ad Fraud in Mobile Advertising: The Next Battle

The often-quoted suggestion that “the only thing necessary for the triumph of evil is for good men to do nothing” was first uttered long before sophisticated digital advertising fraud threatened marketing budgets around the globe, but the principles have never been more relevant. The tools to combat fraud exist, but a proactive and informed effort from all sides of the digital ecosystem is required to successfully implement them.
IVT: An Acronym Worth Your Attention 
Ad fraud represents a significant proportion (though not all) of a phenomenon formalised in many markets as invalid traffic (IVT). Based on a comScore study, in the United Kingdom, 95% of the Top 100 display sites have below 5 percent IVT, however 44% of those sites have sections with above 5 percent IVT. In Australia, 95% of the Top 100 display sites have below 5 percent IVT, while 34% of those sites have sections with above 5 percent IVT. So this is not an issue that only affects small publishers or networks.
Unlike impressions that are served to real people who do not happen to fit a marketer’s intended target, IVT impressions are served to a wide array of bots, spiders and other non-human actors. Some of these are harmless necessities of digital functionality, but a growing number are malicious and sophisticated attempts to pocket advertising revenues in a fraudulent manner. At best, IVT impressions are entirely wasted, and at worst, they are direct theft.
Different Types of IVT
An Example of How IVT Contaminates Viewability





Thanks 
Rishi