Actually making sure a brand’s online ad was seen by a human is a constant battle in the industry, with activity that generates fake ad impressions, ad fraud, all around us. The industry is constantly striving to combat this issue.
However, Duncan Trigg, vice president of advertising effectiveness at analytical marketing company ComScore, believes the chances of eliminating ad fraud completely are virtually non-existent.
“It’s utterly endemic,” he told B&T. “It’s multifaceted and there is a huge variety of what effectively constitutes ad fraud. If you’re talking about activity that is designed in its nature to fraud the advertiser, then it’s endemic. It’s up to 40 per cent plus within the digital market.
“We are never going to defeat it because it’s a multi-billion dollar industry that has highly intelligent people working within it, but there’s a lot that can be done to steady it.
“I don’t think we ever will [beat it] because there’s billions and billions of dollars being taken out of the market. It will always evolve and it will always become more intelligent. But to say that it is sorted is complete misnomer. It is by no means sorted.”
Integral Ad Science defines ad fraud as “the deliberate practice of attempting to serve ads that have no potential to be viewed by a human user”.
There are many issues that fall under the ‘ad fraud’ umbrella; how much of the ad is seen, whether it’s seen by a human or not, where the ad ends up on the Internet from programmatic and the like, however Trigg believes they are all morphing into one.
“The whole area of verification has started off very much looking at brand safety and then viewability reared its head and everybody concentrated on viewability,” he said. “And certainly the last 18 months it’s been the scale of non-human traffic.
“But the reality of the situation is that they’re all morphing into a single entity and a lot of fraud crosses the boundaries.
“Bots, for example, are now able to replicate not just serving in advertising above and below the fold, but they can even scroll and impact on dwell time as well.”
However, ComScore’s Trigg said it’s important to not underestimate the amount that can be done in the space already.
“There’s still an enormous amount of unsophisticated fraud being bought and sold in market that the use of tools…can do a huge amount to cut out.”
It’s not an issue of not having the tools available though, rather Trigg suggested it’s due to brands and companies not employing them. ComScore offers a solution called Industry Trust which enables a more authentic approach to programmatic transactions.
As per the ComScore site, Industry Trust is explained as “a multi-phase initiative designed to enable trusted programmatic transactions of quality advertising between buyers and sellers. It offers a proactive way to elevate quality inventory and create a trusted marketplace that better serves the ecosystem”.
The issue in the industry at the moment, said Trigg, is that there are solutions that tackle the various different areas of ad fraud, and yet there isn’t one entity where you can get all the information.
“I think the answer now is tools like Industry Trust that we’re offering in market are comprehensive,” explained Trigg. “The issue is much more to do with how and who adopts them within the marketplace, because they are highly disruptive in what they uncover and that in turn therefore affects everyone’s business model in the whole ecosystem.
“It is much more to do with the politics of business models and margins than it is to do with the fact that the tools don’t exist out there to help it.”
me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]
MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]
New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]
Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]
Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]
ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]
Australia’s largest social enterprise is turning 25. On the anniversary of Australia’s first Big Issue magazine being sold on the steps of Melbourne’s Flinders Street Station in June 1996, Town Square has created a campaign to mark the occasion. 25 Years Big is a celebratory statement of pride, rendered in the iconic Big Issue logo […]
The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]
For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue. From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]
Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]
Here is EVERYTHING you need to know about contextual advertising bar the curling wand and the hot pink leg warmers.
The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]