Ad fraud is the illegal exploitation of digital advertising. It is defined as the deliberate practice of serving ads with no potential to be viewed by a user. Ad fraud is a critical problem plaguing the digital marketing community. Currently many organizations –including Katch – are proactively combating fraud in digital marketing and trying to enforce accountability measures.
Many advanced fraud detection technologies have been developed to evaluate the legitimacy of ad impressions that are used as a spamming practice, and prominent voices in the advertising industry, like the Interactive Advertising Bureau (IAB) have developed committees dedicated to combating this issue. Integral, a digital rights organization, is also leading a fight against ad fraud. They use a combination of big data and session-based analysis to create measures and block such impressions in real time.
Here are some different types of ad fraud:
- Illegal bot activity: Computers that have been compromised by malicious software are used by third parties to carry out fraudulent activity.
- Pixel Stuffing: Pixel stuffing is the activity of inserting an entire ad-supported website into a 1×1 pixel, thus creating ads that are completely unviewable.
- Impression Fraud: Impression fraud is equivalent to creating spam by repeatedly uploading ads or pages on a platform to overload the system.
- Ad Stacking: Ad stacking is used to exploit advertisers by placing multiple ads on top of each other in one single banner.
Ad fraud has been disrupting the industry for several years, causing huge losses. It is estimated that up to 50 percent of publisher activity takes place through bots. These bots account for about 11 and 23 percent of ad viewership in display and video ads, respectively.
To learn more about Katch’s anti-fraud technology, send us a message on the contact page.