Online ad fraud is on the rise, and costing companies billions of dollars each year. Display advertising and programmatic ad buys get most of the press, but clever fraudsters are finding new ways to fake video views and mobile ad impressions, as well. Smart marketers need to stay vigilant for signs of ad fraud and take steps to protect themselves.
Amit Joshi is director of product and data science at Forensiq, a leading advertising fraud detection company. I invited Amit to Marketing Smarts to discuss the ad fraud ecosystem, explain the different types of ad fraud, and share strategies for detecting and preventing ad fraud from siphoning off your marketing dollars.
Here are just a few highlights from my conversation with Amit:
Ad fraud isn’t just about bots; there are real people actively defrauding marketers (01:24): “Ad fraud is really varied in its definition…. Basically, you have your whole conversion path (if you’re thinking programmatic) all the way down to a conversion or an acquisition lead purchase up to a bid request in the programmatic or [Real Time Bidding] environment. Fraud can occur at any point in that funnel. But what we do at Forensiq is chop that funnel in half and have ad tech or programmatic fraud and performance or conversion-level fraud.
“I’ll start with the bottom of the funnel…. Think if you’re an insurance company and you’re trying to purchase leads for people to sign up for you insurance program, you might use an affiliate network to help drive those leads for your program. And what we saw was that a lot of fake leads were being submitted to these companies…. Fake in two senses: one is the more obvious case where all of the information is fake. Fake person, fake email, things like that.
Bron en volledig bericht: Marketingprofs
