Stopping Ad Fraud: Who’s Responsible?

Stopping Ad Fraud: Who’s Responsible?
Edward Pollitt
By Edward Pollitt
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Supply side platforms and publishers must increase their efforts in mitigating the threat of ad fraud, a new study has found.

The research, conducted by Integral Ad Science (IAS), asked media professionals from Australia, New Zealand, Japan and Singapore who they see as being currently most responsible for ad fraud mitigation and who should be the most responsible moving forward.

While respondents acknowledge supply side platforms (49 per cent) and publishers (47 per cent) are currently the most responsible for countering the threat, the research highlights the perception that both these players should be more responsible.

Conversely, the data shows verification technology partners are currently taking more responsibility for stopping ad fraud (39 per cent) compared to the percieved rate (35 per cent).

Brands also have a higher current rate of responsibility (17 per cent) versus the percieved rate (12 per cent).

“In APAC, supply side platforms and publishers are currently regarded as the primary gatekeepers against ad fraud and are expected to take greater responsibility in 2020, whereas expectation will be lower for brands,” the report states.

“Ad fraud will remain the responsibility of the entire industry and every player is expected to play a part in the fight to mitigate its impact.”

forms of ad fraud

The research also shows the regional variations for the form of ad fraud across APAC.

For Australia and New Zealand, malware is the most common form of ad fraud, with 74 per cent of those surveyed saying they are familiar with the practice.

This was followed by hidden/stacked/covered ad serving (63 per cent) and invalid proxy traffic (63 per cent).

With programmatic advertising set to attract a 20 per cent increase in ad spend in Australia in 2020, the local market is now likely to attract the attention of fraudsters.

More than half (56 per cent) expect programmatic advertising to be the most vulnerable to ad fraud in 2020, followed by mobile in-app display (53 per cent) and desktop display (41 per cent).

“Likely due to the increasing prominence of automation and mobile advertising, over half of respondents anticipate these high value areas of digital advertising will be the largest targets for ad fraud in the year ahead,” says the IAS.

 

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