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

Unrecognizable female person using computer.
SHARE
THIS



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.

Please login with linkedin to comment

multi-channel agency

Latest News

AnalogFolk Hires Senior Creative Content Specialist Naomi Martin
  • Advertising

AnalogFolk Hires Senior Creative Content Specialist Naomi Martin

Global independent creative agency AnalogFolk has added more creative content firepower to its Sydney team with the appointment of award-winning Naomi Martin as senior copywriter and social lead. Martin’s focus will be further building the agency’s creative and strategic capabilities across editorial, branded content, influencers, creation and production. Formerly head of content at IPG Mediabrand’s […]

Apple Set To Bundle Subscription Services
  • Technology

Apple Set To Bundle Subscription Services

Apple unveils latest initiative that is rumoured to have come to Tim Cook while he was scooping the leaves in his pool.

by B&T Magazine

B&T Magazine
SkyBus Welcomes Back NZ Travellers With New Campaign Via Hardhat
  • Campaigns

SkyBus Welcomes Back NZ Travellers With New Campaign Via Hardhat

SkyBus’ latest ‘The Easy Way to Getaway’ campaign via newly awarded creative agency Hardhat aims to give a warm welcome to returning New Zealand travellers, letting them know the airport transfer service is ready and waiting. The win has seen Hardhat lead the charge on SkyBus’ strategy and creative across New Zealand, ensuring confidence in […]

by B&T Magazine

B&T Magazine
Woolworths W23 Longtail UX. From left Will Santow, Longtail UX Co-Founder and Co-CEO; Ingrid Maes, Managing Director W23 and Andreas Dzumla, Longtail UX Co-Founder and Co-CEO. Pictured at Dan Murphys in Mosman. 13th August 2020. Photograph Dallas Kilponen.
  • Technology

Longtail UX Secures $2.25M In Funding From Woolworths Group’s Venture Capital Arm W23

Longtail UX, an Australian founded tech company with 70+ clients across the Americas, EMEA and JAPAC, has today announced a $2.25m supplementary equity raise in partnership with Woolworths Group’s venture capital arm, W23 and Steven Lew-owned group, Global Retail Brands (GRB). The investment builds on the $3m funding round led by Investec through its Investec […]

Enero Posts Net Revenue Increase Of 4.9%
  • Media

Enero Posts Net Revenue Increase Of 4.9%

Forget 2020's plagues, pestilence and famine says Enero, as balance sheet comes out with sweet smell of potpourri.

by B&T Magazine

B&T Magazine