Study: Ad Fraud Is A $116m Threat To Australian Media Budgets

Study: Ad Fraud Is A $116m Threat To Australian Media Budgets
SHARE
THIS



A study of nearly one million Australian browsers, conducted by Datalicious, has revealed the impact of ad fraud on the Australian digital media industry. The total impact to the Australian digital media industry is estimated to be $116 million, with $68 million impacted by fraudulent website visitors and $48 million impacted by fraudulent ad impressions.

The research was conducted by injecting ad fraud detection scripts into the page of partner websites. Over 1 million data points were captured as part of the analysis.

Ad fraud has been a topical issue within the media industry, as brands and marketers demand greater accountability from media agencies over the effectiveness and transparency from their media investment and performance. The research is an attempt to quantify the opportunity cost for the media industry should it choose to dismiss or overlook the tangible impact ad fraud can have on budget allocation.

Display ad fraud can be broken down into two major categories: Fraudulent ad impressions caused by ad stacking or pixel stuffing (ads that were never really served) and fraudulent website visitors caused by illegal bot activity (simulated users that do not really exist).

Impact of Ad Fraud Key Insights

  • 1.2 per cent of the recorded traffic is suspected to be bots, which translates to 4.36 per cent of all display advertising traffic.

  • In Australia alone, this puts $68 million of display ad spend at risk in a year.

  • 0.2 per cent of all sessions are suspected for Ad stacking/pixel stuffing, which translates to 3.05 per cent of all ad views which can be classified as suspicious ad servings.

  • In Australia alone, this puts $48 million of display ad spend at risk in a year.

The research shows that while it’s not panic stations yet for Australian marketers, it highlights the need for independent media attribution outside of media agency reporting.

While announcing the publication of the research, Datalicious CEO Christian Bartens said “While the overall percentage of ad fraud is still small, the resulting dollar value of budget wastage is already quite significant – and who really wants to spend a single cent on ads that are not being seeng by real people? Marketers and media agencies need to start tracking the impact of ad fraud.”

Please login with linkedin to comment

ibm rip curl

Latest News

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign
  • Campaigns

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign

Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. While his mother fortunately survived, he lost his […]

AFL Legend Kevin Sheedy Narrates ‘A Love Letter To Victoria’ Via Enthral Partners
  • Campaigns

AFL Legend Kevin Sheedy Narrates ‘A Love Letter To Victoria’ Via Enthral Partners

In partnership with storytelling agency Enthral, AFL star Kevin Sheedy has voiced a video ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state experiencing four lockdowns. Sheedy has partnered with Ethral to share […]

Telstra’s Belong Appoints Howatson + White For Strategy & Creative, Retains OMD For Media
  • Advertising

Telstra’s Belong Appoints Howatson + White For Strategy & Creative, Retains OMD For Media

Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]

Coke Releases New Campaign, ‘Turn Up Your Break’, Via Ogilvy
  • Advertising
  • Campaigns

Coke Releases New Campaign, ‘Turn Up Your Break’, Via Ogilvy

Coca-Cola Australia has rolled out its new campaign ‘Turn Up Your Break’. The campaign will be led by a TVC that encourages people to truly pause with a Coke on their break so they can walk away feeling refreshed and uplifted. The TVC features two busy chefs stepping outside for a break, the bustling kitchen […]

Nova 91.9’s Ben And Liam Locked Up In Rundle Mall To Raise Awareness For Mental Health
  • Marketing
  • Media

Nova 91.9’s Ben And Liam Locked Up In Rundle Mall To Raise Awareness For Mental Health

Nova 919’s Ben & Liam breakfast show announced that they’ll be throwing their support behind and raising awareness for a cause very close to their hearts, mental health. On Monday 21 June Ben Harvey and Liam Stapleton will be locked in a purpose-built glass structure, in the middle of Rundle Mall, for an entire week […]

iHeartPodcast Network Australia And The New York Times Agree Podcast Ad Sales Deal
  • Advertising
  • Media

iHeartPodcast Network Australia And The New York Times Agree Podcast Ad Sales Deal

ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]