Though the industry has made gains over the years to combat this nonhuman web traffic through the use of ad verification tools and other ad-serving auditors, findings suggest a significant portion of display ad impressions are still fraudulent.
Research by fraud detection company Solve Media found that over six in every 10 impressions served online in the US in Q4 2013 were done so to suspicious, nonhuman agents. This number was up from 44% in Q1 2013—and more than twice as high as mobile-served ads (25%).
“Every time the industry makes a big step in helping with fraud, something else comes up,” Erin Pennington, executive vice president of media for digital advertising agency Moxie, told eMarketer. “It’s just one of these exacerbating deals.” She noted that for many agencies and brands, fraud isn’t just about wasted ad spend: Its presence also results in wasted resources, as these companies must devote headcount and expertise to policing such suspicious activity.
“It becomes a larger issue of making sure we have enough resources to protect client ad spend,” Pennington said. “And it’s frustrating when these resources are just chasing something that’s constantly getting redefined.”
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