2018-2019 Bot Baseline: Fraud in Digital Advertising | Research Reports | Research Studies | All MKC Content | ANA

2018-2019 Bot Baseline: Fraud in Digital Advertising


For the fourth time, ANA and White Ops have partnered on a study to measure the among of fraud in the digital advertising ecosystem. Fifty ANA member companies participated in study. Results show that the war on ad fraud is succeeding and measures designed to block fraudulent impressions are working. Economic losses due to bot fraud are expected to total $5.8 billion globally in 2019, but for the first time even more fraud will be stopped than will succeed. The monetary losses, while significant, are an improvement over the $6.5 billion reported in the previous study released in 2017. The 11 percent decline in two years is particularly noteworthy considering that digital ad spending increased by 25 percent between 2017 and 2019. The report includes a number of recommendations for marketers.

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"2018-2019 Bot Baseline: Fraud in Digital Advertising." ANA, 2019.