As marketers continue to increase allocation into digital, BIA estimates that almost $3 billion is at risk of geotargeted ad fraud.
What is ad fraud? Ad fraud is when the ads are not shown to humans, or not even shown at all. Marketers pay for digital ads, expecting their ads are shown to humans who visit websites and look at web pages. Fraudsters use algorithms and other automated software to generate pageviews on websites or mobile apps in order to generate fake ad impressions.
BIA, in collaboration with Marketing Science Consulting Group, is conducting an advisory program to assess the effect of fraud in programmatic media. Our goal is to help advertisers and local media publishers become aware of the risks and take proactive action to contain this growing threat.
We are issuing a series of reports available for download. Each report offers regular assessments and recommendations on managing the situation:
- Ad Fraud and Its Impact on Local Media Spending (December 2018), presents new data, learnings and insights from 2018.
- Ad Fraud in Targeting Local Audiences: Programmatic Geotargeting vs. Local Direct Media Buys (October 2017), offers two test cases of Ad fraud across 16 DMAs in the U.S.