Digital ad spend continues to increase year over year, and will account for 25% of all advertising spend, according to data from eMarketer. The same study indicates that U.S. advertisers will spend nearly a whopping $565 on paid media to reach each consumer in the country. But recent exposures of ad fraud have left both advertisers and advertising technology companies wondering how much of that ad spend might be wasted, since clicks could be coming from bots and “customers” who don’t really exist.
Now, nearly every advertising technology company has some sort of fraud protection element built in that is designed to counteract this problem. At Katch, we use multiple layers of fraud protection that include software like CPA Detective to ensure that our advertisers are getting real, targeted human traffic.
Still, the Association of National Advertisers (ANA) is carrying out an in-depth study with major brands that include Proctor & Gamble and Kellogg Co. to measure the phony traffic threat to the industry, which they perceive to be 25-50% off all internet traffic.