We Will Never Beat Ad Fraud: ComScore VP Of Ad Effectiveness

We Will Never Beat Ad Fraud: ComScore VP Of Ad Effectiveness
SHARE
THIS



Actually making sure a brand’s online ad was seen by a human is a constant battle in the industry, with activity that generates fake ad impressions, ad fraud, all around us. The industry is constantly striving to combat this issue.

However, Duncan Trigg, vice president of advertising effectiveness at analytical marketing company ComScore, believes the chances of eliminating ad fraud completely are virtually non-existent.

“It’s utterly endemic,” he told B&T. “It’s multifaceted and there is a huge variety of what effectively constitutes ad fraud. If you’re talking about activity that is designed in its nature to fraud the advertiser, then it’s endemic. It’s up to 40 per cent plus within the digital market.

“We are never going to defeat it because it’s a multi-billion dollar industry that has highly intelligent people working within it, but there’s a lot that can be done to steady it.

“I don’t think we ever will [beat it] because there’s billions and billions of dollars being taken out of the market. It will always evolve and it will always become more intelligent. But to say that it is sorted is complete misnomer. It is by no means sorted.”

Integral Ad Science defines ad fraud as “the deliberate practice of attempting to serve ads that have no potential to be viewed by a human user”.

There are many issues that fall under the ‘ad fraud’ umbrella; how much of the ad is seen, whether it’s seen by a human or not, where the ad ends up on the Internet from programmatic and the like, however Trigg believes they are all morphing into one.

“The whole area of verification has started off very much looking at brand safety and then viewability reared its head and everybody concentrated on viewability,” he said. “And certainly the last 18 months it’s been the scale of non-human traffic.

“But the reality of the situation is that they’re all morphing into a single entity and a lot of fraud crosses the boundaries.

“Bots, for example, are now able to replicate not just serving in advertising above and below the fold, but they can even scroll and impact on dwell time as well.”

However, ComScore’s Trigg said it’s important to not underestimate the amount that can be done in the space already.

“There’s still an enormous amount of unsophisticated fraud being bought and sold in market that the use of tools…can do a huge amount to cut out.”

It’s not an issue of not having the tools available though, rather Trigg suggested it’s due to brands and companies not employing them. ComScore offers a solution called Industry Trust which enables a more authentic approach to programmatic transactions.

As per the ComScore site, Industry Trust is explained as “a multi-phase initiative designed to enable trusted programmatic transactions of quality advertising between buyers and sellers. It offers a proactive way to elevate quality inventory and create a trusted marketplace that better serves the ecosystem”.

The issue in the industry at the moment, said Trigg, is that there are solutions that tackle the various different areas of ad fraud, and yet there isn’t one entity where you can get all the information.

“I think the answer now is tools like Industry Trust that we’re offering in market are comprehensive,” explained Trigg. “The issue is much more to do with how and who adopts them within the marketplace, because they are highly disruptive in what they uncover and that in turn therefore affects everyone’s business model in the whole ecosystem.

“It is much more to do with the politics of business models and margins than it is to do with the fact that the tools don’t exist out there to help it.”

 

Latest News

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.