B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • NRL
  • AFL
  • WPP
  • State of Origin
  • B&T Women in Media
  • Thinkerbell
  • Pinterest
  • imaa
  • Anthony Albanese
  • Meta
  • Spotlight on Sponsors
  • ARN
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Study: Aussie Agencies Step Up Their Use Of Ad Fraud Technology
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Study: Aussie Agencies Step Up Their Use Of Ad Fraud Technology
AdvertisingMarketing

Study: Aussie Agencies Step Up Their Use Of Ad Fraud Technology

Karen Terranova
Published on: 17th October 2016 at 12:20 PM
Karen Terranova
Share
2 Min Read
SHARE

New research has found that the use of ad fraud detection, attribution modelling, brand safety and ad viewability tracking technologies has increased markedly across Aussie agencies.

According to the State of the Industry: Marketing & Advertising Technology report by IAB Australia, there has been a 19 per cent rise year on year in agencies using ad fraud technology, and a 14 per cent increase in the use of brand safety ad tracking technology.

The use of attribution modelling and ad viewability tracking technologies among agencies has also grown – up 13 per cent and 12 per cent respectively.

Agencies, clients and publishers have also increased their use of tag management and DMPs, up 10 per cent and nine respectively, while the use of DSPs by agencies has grown by 12 per cent.

Data visualisation, DMPs and ad fraud detection technology usage were identified in the report as technologies which will see increased usage over the next six months.

The report also found that only half of marketers are using attribution modelling, with the gap between familiarity and usage of attribution modelling and usage suggesting more education is needed in how to optimise these methods, IAB Australia noted.

Vijay Solanki, CEO of IAB Australia, said it is clear that attribution is now both a need and an opportunity for marketers, highlighting the ongoing importance of the measurement of effectiveness.

“This is a core part of our brand, so IAB will continue to work closely with marketers to provide them the support they need,” he said.

Ben Sharp, chair of IAB Australia’s Technology Council and Adroll’s managing director for Australia and New Zealand, said the increasing usage of DSPs and DMPs points to a growing number of marketers utilising ad tech tools as part of their marketing mix.

“Marketers are also striving to get a better understanding on how to be more efficient with attribution modelling having one of the largest increases year on year,” he added.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: multi-channel agency
Share

Latest News

Equality Media + Marketing Wins Gold At 2025 Melbourne Design Awards For Queenstown Precinct
10/07/2025
Megan Moloney.
Shout Digital Pinches We Lysn’s Megan Moloney As Chief Customer Officer
10/07/2025
Mark Bouris.
NOVA Entertainment Partners With Mark Bouris’ Mentored Studios Podcast Platform
10/07/2025
Samsung Mobile Unveils New Galaxy Z & Watch8 Series In National Campaign
10/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?