Over the last couple of years, the abuse of programmatic advertising and online advertisements via bots that fraudulently inflate traffic and engagement metrics has been a hot topic of discussion in the digital advertising industry.
Much has been written about it, especially since even the big names began to get affected. It is one thing to know the attacks are happening, however, do we really know at what scale they're affecting our business, and do we know how to stop it from happening?
When it comes to ad fraud prevention, there are multiple approaches. These range from ad fraud protection that relies on detection and reporting to predictive anti-fraud solutions that leverage machine learning and artificial intelligence (AI).
Today, ad fraud detection tools do more than just detect when bots engage with an ad. Some tools also block bots from interacting with an ad, while others can even stop bots from interacting with most of an ad exchange. This sounds impressive, but as anyone who has dealt with ad fraud can tell you, it is easier said than done. As the technology in dealing with these frauds evolves, so do the fraud tactics.
There is no one-size-fits-all solution to prevent ad fraud. Not only does ad fraud take different forms depending on which brand it is targeting, but the company's needs also play a major role in the fraud. Let's explore the benefits of using ad fraud prevention tools.
There are two types of invalid traffic, namely General Invalid Traffic (GIVT) and Sophisticated Invalid Traffic (SIVT). These invalid traffic cripples advertising budgets, which makes ad spend optimization a challenge almost every brand faces.
With this in mind, ad fraud prevention tools provide programmatic ad spend optimization. This works by reducing the number of malicious bots trying to connect to a given network.
The optimization identifies multiple aspects such as user behavior, flags them as bot traffic or suspicious users, and effectively manages them so they don't consume inventory from other legitimate users. Ultimately, this saves money for brands, because less invalid traffic contributes to lower customer acquisition costs.
Every second counts for any business. Automated ad prevention tools provide results that, using the same window, cannot be achieved with manual processes.
Due to the sophistication of ad fraud over the past few years, detecting ad fraud by noticing patterns in advertisements has become more challenging. Fraudsters can now create false, real-life user behavior capable of tricking many detection systems, talk less of the human eye. All of which makes the archaic method of pattern analysis more futile.
Many businesses that implemented ad fraud prevention tools reported how it freed them countless hours of monitoring time along with improved accuracy in blocking fraudulent activity.
Ad fraud solutions that use proprietary techniques and smart models use data science to learn from a range of factors to identify potentially fraudulent activity. This is to say, the more these tools detect ad fraud, the better they get at it.
Machine learning and AI have proven to be cost-effective in developing ad fraud detection tools. These technologies can proactively deal with a fraud-related issue before it escalates and costs you a potential media backlash.
As with most digital advertising solutions, ad fraud prevention tools help businesses put their ad spend where it should be.
CFOs, budget managers, and executives responsible for ad budgets are keen to maximize revenue by raising their digital advertising ROAS (return on ad spend). Ad fraud prevention solutions can help them properly scrutinize ads placement, delivery, and engagement; thereby providing a safer environment for them to run ads that'll yield clean results and reduce false positives.
Brands that use automated ad fraud prevention solutions can boast of reaching the right customers at the right time: the ingredients to great user conversion.
Ad fraud prevention is a key element in any data-driven advertising strategy. Even as fraud muddles up the process, the solution enhances and streamlines the collection of advertising data, allowing you to hone in on the best of your current customers, or even find new ones.
Effective ad fraud detection tools offer dynamic reports that robustly identify suspicious traffic. Most of these tools can generate detailed, visualized reports that outline how exactly your ads are generating results.
This makes it easier to see how a campaign went astray, or when a campaign is functioning perfectly, within a particular period. Thus, you can spot which ads perform the best, which ads are underperforming, and identify insights that improve your campaign success, which equates to better overall marketing operations.
Ads can be displayed on inappropriate websites displaying violent or adult content without the advertiser's knowledge. To maintain their integrity, companies must monitor and ensure that their ads are displayed only on relevant, trusted websites. Using fraud prevention tools, businesses can track any traffic coming from suspicious domains and block such sites.
Ad fraud prevention tools can also optimize the display of ads across multiple devices. This not only helps the brands save precious ad space but also lessens the risk of spamming users with ads they've already seen. All these bode well for the company that took these safety measures using fraud prevention tools. See how publishers tackle brand safety in our article here.
It is not an overstatement to say that digital advertising has come a long way since the inception of the internet. It has grown more sophisticated with each passing year, and the need to maintain quality standards in the industry's operations has continued to grow.
Advertisers and marketers today are busier than ever, attempting to cater to multiple target audiences. With constant changes in the preferences of customers, companies are looking for ways to ensure their ads are delivered to the right audiences, at the right time. Companies want to have their ads delivered through trustworthy sources, optimize marketing budgets, improve the metrics they use to measure success (KPIs), and a lot more; and that is where ad fraud prevention tools come into play.
Over the last decade, various companies have developed technology solutions for eliminating fraud and boosting ad performance. While different tools offer different solutions, they are all based on the same set of principles: to clean the industry of fraud practices and to keep fraudsters at bay.
The companies that choose to prevent ad fraud are playing their own role in both protecting their brands and lending a hand in helping the industry live up to its potential. For your brand, please know that at the end of the day, the true value of implementing an ad fraud detection tool cannot be quantified, but must rather be experienced. Start your fraud-free journey with Spider AF's 14-day free trial today!
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