Industry Study of Advertising Bot Fraud Announced!

July 14, 2014

By Bill Duggan

ANA and online fraud detection firm White Ops have announced a joint research initiative to determine the level of bot fraud occurring across the digital advertising industry and provide actionable data and insights which marketers can use to reduce bot fraud in their future campaigns.

Bot fraud refers to sites with phony traffic that collect payments from advertisers through the middlemen who aggregate space across many sites and then resell that space.  These guys are criminals!  This ANA/White Ops initiative is in response to recent estimates that 25-50% of money spent on digital advertising is wasted and much of that includes bot fraud, which affects display, video, mobile and social. 

Some thirty (30) ANA member companies are participating in this initiative across categories including automotive, consumer products, financial, hospitality, pharmaceutical, QSR, retail, spirits, technology and travel.

During the study, each participant’s advertising will be tagged by White Ops to help identify fraud.  Each participant will be given a customized confidential report providing overall fraud rates, fraud by platform (desktop, mobile), format (display, video), channel (publisher, network, exchange) and other relevant findings.

The overall results of the study will be aggregated and made available to all participants and the wider industry. This will allow individual participants to benchmark their specific findings against the industry, leading to specific knowledge on ad budget waste and intelligence that will allow for stronger future negotiation and media mix optimization.  Aggregated results and recommendations will be shared with the industry in the fourth quarter.

Watch out fraudsters and criminals – we’re coming after you.


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