Tom Wills’ Post

The impact of ad fraud is enormous, diverting billions of advertising dollars into the pockets of fraudsters. It's not just about the financial loss, either. Ad fraud damages brands, skews data, reduces consumer trust and, ultimately, diminishes campaign ROI. But in this challenging landscape, telco-verified IDs are having a major impact. These IDs can accurately verify real humans, ensuring your ad spend is used effectively and your brand reputation remains unscathed. Read more in Novatiq’s latest blog post - [https://lnkd.in/e2CTc6Dy] #adfraud #programmaticadvertising #advertising #ads #adverisers

📚 Dive into the Depths of Digital Advertising: Unveiling Programmatic Ad Fraud 🚀 In a world driven by digital innovation, there's an unspoken challenge that marketers face—programmatic ad fraud. As the veil lifts on this intricate web of deception, I invite you to explore the captivating article "Unveiling the Underbelly: Navigating the Shadows of Programmatic Ad Fraud." Penned in the distinctive style of Pesach Lattin, this piece delves into the realm where bots and automated systems orchestrate a symphony of fake impressions and phantom clicks, impacting ad spend, ROI, and trust. Join me in this exploration to understand how programmatic ad fraud shapes the digital advertising landscape and what it means for marketers today. 🔍 Don't miss this opportunity to deepen your understanding of the industry's undercurrents and navigate the challenges with a discerning eye. Let's step into a world of knowledge and insight that empowers us to make informed decisions. Click the link to read the article and embark on this eye-opening journey: [Link to the Article] #DigitalMarketing #AdFraud #KnowledgeIsKey AdTech God Dave Morgan Todd Kaplan Andrew Azizi Tahiry Sanchez Andy Pearson https://lnkd.in/gw2qvG6J

Are you keeping up with the latest trends in programmatic digital display ads? A recent report projects that 'Walled Garden' ad spending will skyrocket from $93 billion in 2023 to $115 billion by 2025. This growth reflects a shift towards closed ecosystems where publishers control the entire ad tech stack. With platforms like Reddit aligning with larger ecosystems and Apple hinting at introducing a DSP, the industry is set to undergo a transformation. Get all the details and implications of this trend in my latest read: https://lnkd.in/gJ--jVgN

Nearly a quarter (22%) of all global digital ad spend, and 30% of mobile advertising spend, will be lost to ad fraud this year, according to the latest study from Juniper Research. Juniper estimates 2023’s ad fraud damage at $84.2 billion out of global spend of $382 billion, and projects that it will more than double (+105%) by 2028, to reach $172.3 billion of that year’s projected $747 billion in global spend. #adfraud #digitaladvertising #mobileadvertising #bots #clickfarms

With all due respect to Anthony Vargas, the subject of this AdExchanger article mistargets blame. We cannot be passing the buck by chastising ad verification vendors for missing an MFA fraud edge case. And even Media.net's likely complicity isn't where we should be pointing fingers. The perpetrator is the publisher, who created this MFA garbage dump and duped advertisers and agencies that trusted their brand for its quality and accountability. Since last week, has any SSP or DSP removed Forbes from their programmatic auctions? Have brands placed Forbes in the penalty box? Is Forbes still earning tens (hundreds?) of thousands in programmatic revenue every day? We all love the adtech punching bag. But in this case, redirecting blame because a watchdog failed to catch an unusual edge case misses the point that a trusted publishing brand breached its social contract and nobody seems to be doing anything but pushing its nose into the shit on the carpet and saying "bad dog." If we leave the incentives for fraud in place, it'll just keep happening.

Invalid traffic in programmatic ads averaged 17% in Q2 2023, according to Pixalate

Ad fraud, driven by automation, is a pervasive issue in online advertising, involving the inflation of performance metrics through automated bot software and tools. The increasing accessibility of automation solutions has lowered barriers to entry for fraudsters, making ad fraud a more significant threat. Ad fraud results in significant financial losses, estimated to reach $100 billion by the end of 2023, directly impacting advertisers and publishers. Consequences include skewed metrics, inaccurate targeting, and deceptive lead submissions. The credibility of the programmatic advertising industry is at stake, posing a risk of brand impairment for ad tech companies and intermediaries. To mitigate ad fraud, stakeholders are urged to implement automated solutions that detect and prevent invalid traffic (IVT). Ensuring advertisers access information for identifying ad spend inefficiencies and employing threat intelligence is crucial. Looking ahead, the impact of ad fraud is expected to grow alongside the online advertising market, with artificial intelligence (AI) playing an increasingly significant role. Read the latest Insikt Group report: https://lnkd.in/e2pJkAT9

I have no sympathy for ad verification companies here, they have been overstating the effectiveness and capabilities of their technologies for far to long. The truth is that as fraud is a different beast to legitimate publishers and inappropriate content. Fruadsters simply block the tags. The worst thing ad verification tools do not typically show the block rate of the tags in any of the dashboards… Why is that you ask? Well they don’t want you to know that the 99% brand safe, is only based on the tags they could load, which often only account for a tiny fraction of an advertisers actual media spend…. I’m assuming they are worried you would pay if you knew they can’t actually measure the majority of your inventory so they hide this information in the back end. If your not looking at ad verification and fraud, you should be… It a much bigger problem than you realise. https://lnkd.in/ePjtQe9x

These kind of stats continue to astound me. For an advertiser spending $100M = $22M in fraud as well as lost sales opportunities. Amazing. 22% of All Digital Ad Spend, 30% Of Mobile Lost To Ad Fraud In 2023 https://flip.it/etpCMo

We have been here before…. serious sense of Deja-vu, third-party-cookie deprecation is the new Brexit! Here’s why….. -       Everyone knows it’s coming, but seemingly ‘fluid’ deadlines mean that nobody quite knows when. -       There is nobody (*who I have posed the question to anyway*) who can definitively answer the why with a supporting rhetoric that makes sense, and gives clarity. -       That level of uncertainty leads on to an immeasurable amount of anxiety amongst teams, spanning most departments, in most businesses, levels not seen since, well, Brexit (and maybe COVID – but let’s leave that one).  -       The impact on companies is going to be significant, but just how significant, nobody really knows. So, as we saw with Brexit, many businesses that didn’t plan (remember the 7 P’s of planning?!) suffered catastrophically, and whilst there are still some ‘unknowns’…..there’s a significant amount of ‘knowns’ which will and can be addressed right now. So if you aren’t already planning a future without 3rd party cookies, or are maybe waiting for something to happen/ignite (…..actually just procrastinating)…..I suggest you start, NOW! Take a look at some of the areas we are addressing with Vodafone >>>>>>