Almost A Third Of Programmatic Advertising Fraudulent: Study

Almost A Third Of Programmatic Advertising Fraudulent: Study
SHARE
THIS



Advertising fraud has always been a major issue in digital marketing, but it was more common for desktop campaigns than for mobile. That is now changing. As much as one-third of all programmatic mobile advertising could be fraudulent says a new study by Applist and Forensiq. And of that third a third again is considered at high risk of being fraudulent.

With campaign dollars likely to shift to mobile rapidly in the coming year the findings are a timely wake-up call.

The study and subsequent report called Fighting Mobile Fraud Programmatic Era monitored more than 60 million impressions across AppLift’s  RTB platform, DataLift, to collect insights on suspected fraudulent traffic.

The authors note, “Overall, 34 per cent of the traffic we monitored presented a risk of fraud. AppLift’s fraud detection system also distinguished between two types of likely fraud: suspected fraud, and high risk of fraud. We found 22 per cent of overall traffic to be suspect, and 12 per cent to be at high risk of fraud.”

The study also examined two types of fraud. Technical Fraud is committed when technology is used to  “game” the ad tech system whereas compliance fraud involves “deceitful tactics that do not directly require any specific kind of technology but aim to exploit platform vulnerabilities.”

Among the other findings;

  • There is no significant difference in fraud levels between iOS and Android
  • Traffic from campaigns run on a CPC basis is three times less likely to be fraudulent than for CPM campaigns
  • Traffic from campaigns run on a cost per interstitial (CPI) basis is 10 times less likely to be fraudulent than for CPM campaigns.
  • The relative amount of fraud increases during night hours as many fraud tactics are not sophisticated enough to take into account actual levels of app usage.

The researchers say the level of fraud is highly contigent upon on the type of campaign.

“Relatively, CPC campaigns present the possibility of three times less fraud as CPM campaigns. For CPI campaigns, the fraud levels are 10 times inferior to CPM campaigns. This is due to the fact that performance campaigns are much more tightly targeted and go through a much greater deal of optimization than CPM and display campaigns, therefore reducing the likelihood of receiving impressions from fraudulent publishers.”

ad fraud

According to an Applift blog, the goal of the study was to raise awareness about the issue, demonstrate how advertisers and their partners can fight back.

“The mobile advertising world shifting towards programmatic buying, we also decided to look into RTB fraud specifically, and conducted tests on our programmatic media buying platform DataLift.”

“We monitored over 60 million impressions over the course of four weeks to assess which proportion of the traffic received was at risk of fraud, along with other granular insights. The tests were powered by our own internal fraud detection tool, as well as by leading fraud prevention tool Forensiq.”

This article originally appeared on B&T’s sister site www.which-50.com

Latest News

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban
  • Advertising
  • Campaigns

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban

Australia’s leading health and wellbeing brand IsoWhey has launched its latest national campaign, ‘#YouGotThis’. Created by Urban, the campaign highlights the real-life struggles Australians face on their weight management journey. A journey made easier through perseverance, and a little help from IsoWhey. The #YouGotThis campaign is IsoWhey’s biggest marketing investment to date, with executions running […]

Taking A stand? Just Do It…Maybe
  • Marketing
  • Opinion

Taking A stand? Just Do It…Maybe

In this guest post, creative and strategy director at WE Buchan, David Coupland (pictured below), takes a look at the fallout from Nike’s Colin Kaepernick campaign and says what it also does is show the importance brands now play in our lives… Nike’s decision to feature Colin Kaepernick as the face of their 30th anniversary “Just Do It” campaign […]

Opinion

by B&T Magazine

B&T Magazine
How To Optimise Branded Keywords
  • Marketing
  • Opinion

How To Optimise Branded Keywords

In this guest post, CEO of Delacon, Michael Center (pictured below) talks the value of branded keywords for marketers and offer his tips on getting the best from yours… Branded keywords are an essential part of the digital marketing strategy for many large businesses. Trading on the recognition and equity of a brand’s name, some of the country’s […]

Opinion

by B&T Magazine

B&T Magazine
OLYMPUS DIGITAL CAMERA
  • Marketing
  • Opinion

Expertise First, Influence Second: When Influence Is A By-Product Of Expertise

In this guest post, Taryn Williams, CEO and founder of influencer and creative talent marketplace theright.fit, explains why influence should be a by-product of success, not the foundation for it… Like any form of advertising and promotion, influencer marketing is not without its controversies. Earlier this year Australia’s Federal Minister for Health, Greg Hunt, ordered […]

Opinion

by B&T Magazine

B&T Magazine
Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience
  • Campaigns
  • Marketing
  • Technology

Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience

Ford Australia has unveiled a new innovation that showcases the iconic Ford Mustang through a collaboration Facebook and Instagram. The interactive campaign invites Facebook and Instagram communities to take part in a live poll to identify Australia’s ultimate Mustang design. Targeting performance car fans, along with design lovers and image-conscious consumers, Ford and its partner […]