Fraud has always been a huge challenge for the ad tech ecosystem. The market has certain difficulties with it for its lack of transparency and control. Check the list of initiatives that help increase the level of transparency and neutralize malicious actions from scammers writes, Irina Kovalenko, CMO, SmartyAds
Digital media has one huge problem: the fraud. Some estimate current digital advertising fraud level at around 10%, but in fact, it’s way higher. Programmatic advertising, in particular, is under attack. Most of the scammers act within the programmatic framework because the market has certain difficulties for its lack of transparency and control.
The main weapon advertisers have against fraud is transparency.
Can one Increase the transparency of the programmatic ecosystem?
In early 2017, the digital witnessed several scandals associated with a large amount of fraud identified in advertising purchases via programmatic tools. Various estimates say that in 2016 the overall spend on fraud traffic made up $6.7 to $16.4 billion (when speaking of the US market). These events heralded the beginning of a global dialogue between advertisers, publishers and advertising platforms on methods of increasing transparency in transactions conducted via advertising exchanges. This led to a number of initiatives launched to clean up the programmatic ecosystem from dishonest participants.
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