All money making Industries have fraudsters at their tail, scamming & spamming the space, robbing & minting money using cynical methods. And it's no different, for the Digital Advertising Industry.
With the digital ad spends overtaking TV, it's attracting a lot of fraudsters. No, wonder the effects of the cause, as in the US alone, it was estimated that in 2019 advertisers lost $7.2 billion only to “bot fraud.”
Such statistics & numbers, does put a question on the intensity of the problem & what’s there to save the Industry from this nuisance. Okay it’s clearly bad🤷
The silver spoon here is that behind all these scary numbers, a new era is brimming. Things are improving for the Digital Advertising Industry as they begin to get a hold on these threats.
Ok, I’ll just channel my inner soothsayer & make a prediction here. 🙊
By the end of 2020, the impact of Ad Fraud will start to go down. The reason behind this claim is the measures & methods being adapted by the Industry.
Foremost we know money talks, and there’s an undying pressure from major Advertisers. Secondly after the USA, the education and awareness of the problem in other countries is improving. Lastly, there are some thought leaders in the industry emerging with viable solutions & boosting awareness.
Let’s go through on what’s happening out there:
1. Advertisers have put them on pedestals making themselves heard
One such leading example is of P&G. In January 2019, Chief Brand Officer Marc Pritchard claimed in his speech:
“We serve ads to consumers through a non-transparent media supply chain with spotty compliance to common standards, unreliable measurement, hidden rebates and new inventions like bot and methbot fraud.”
Later in August, P&G announced it would cut its online advertising budget.
Although this was temporary but one of the world’s largest advertisers reducing their budget for digital advertising, turned out to be a good move. It was a wake-up call for the industry to step up & do what’s necessary to tackle fraud.
2. Rise in Awareness & Education
The Industry understands the importance of education & is emphasizing on it. There’s a lot out there for the readers now - week on week many blogs, videos, guides e.t.c are coming up to help understand the effects of Ad Fraud & ways to combat it. As fighting this nuisance won’t be possible without proper knowledge.
3. Technology is evolving
Finally there’s a bunch of upcoming tech enthusiasts who have made it their goal to eradicate this nuisance of Ad Fraud. Foremost technologies are Blockchain & Machine Learning, evolving in this space as the shield needed by the Industry.
Additionally there’s the IAB Tech Lab’s ads.txt project. It's a file that the publisher has to add to the site which verifies the ownership, and shows the approved ad sellers, to buy ad space on your site. It also creates a safe ecosystem for the buyers as their site will start receiving clean traffic or it's a licensed retailer for inventories.
Hopeful by 2020
All this together in the right direction will help complete the Industry’s goal for 2020. Botman at this point in time plays a crucial role in this - as we have taken a stand to fight this relentlessly.
All being good, we still shouldn’t let our guard down. Botman analyzes more than 20 Billion clicks monthly to find new fraudulent techniques & patterns used by the Fraudsters.
We at Botman, love the digital advertising space & are doing what’s necessary to protect it from Ad fraud.