The proverbial thorn in the sides of digital agency executives, advertisers and publishers alike, the discussion of ad fraud has been thrust front and center in discussions in recent years.

Bot-fueled ad traffic is at its highest ever – costing the U.S. media industry an estimated $8.2 billion each year, according to the Interactive Advertising Bureau (IAB).

Some of the biggest advertisers and brands are spooked – not only by the sophistication of fraud, but the entire media supply chain’s apparent inability to eliminate it.

Because digital ad fraud is so lucrative, it attracts the most sophisticated cyber-criminals whose eyes are set on the payoff prize in spreading malware to every possible Internet-connected device.

As if that wasn’t bad enough, ad fraud efforts are also mutating; adapting daily to evade fraud detection and viewability-measurement technologies.

The news worsens as ad advertisers have begun migrating toward PMP inventory that was once thought to be impervious to fraud – leaving the industry vulnerable to even more fraudulent practices.

Recently, Razorfish released its How to Fight Ad Fraud report in an attempt to rally around collective, future-proofing solutions that shed light upon the following key areas:

  • What is ad fraud?
  • How do ad fraudsters operate to make money?
  • What is being done to fight ad fraud?
  • How can advertisers protect themselves against fraud?

 

To access the full report, click here.

 

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Posted by Melanie Montano

Melanie comes to Theorem with over six years of proven background in content research, strategy and development, with a specialized focus in editorial leadership and style guidance. Having received her Master’s degree in Creative Writing at the University of Lincoln in Lincolnshire, England, Melanie has since returned to the States, where she currently serves as copywriter and content development strategist at Theorem. Get in touch with Melanie.

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