Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The Limitations of Ad Fraud Measurement

453 views

Published on

MRC-accredited ad fraud detection and measurement services provide important reassurance to the digital market that measurement processes and procedures adhere to industry standards. But there are limits to the technology. To better understand those limits, we review the differences between in-ad and on-page measurement techniques.

Published in: Technology
  • Be the first to comment

  • Be the first to like this

The Limitations of Ad Fraud Measurement

  1. 1. The Limitations of Ad Fraud Measurement
  2. 2. The rise of ad fraud has created its own industry: ad fraud detection and measurement. Numerous companies provide this service and—when MRC accredited—give the market confidence that measurement processes and procedures adhere to industry standards.
  3. 3. But is ad fraud detection and measurement giving publishers and media buyers a false sense of security?
  4. 4. But is ad fraud detection and measurement giving publishers and media buyers a false sense of security? Are there limitations to the technology?
  5. 5. But is ad fraud detection and measurement giving publishers and media buyers a false sense of security? Are there limitations to the technology? To better understand ad fraud detection and measurement, consider two techniques used today: in-ad and on-page measurement.
  6. 6. In-Ad Measurement Website Used by advertisers and agencies to measure fraud in campaigns. Code is placed in the ad container. As users travel to a publisher’s site, their browser executes the code and counts that ad exposure as a human or bot. AD Code Website Code On-Page Measurement Used by publishers to measure fraud on a web page. Code is placed on the web page and counts the page impression as a human or bot.
  7. 7. In-Ad Measurement Ad fraud vendors each use propriety methods Each vendor’s measurements are calculated differently The Limitations On-Page Measurement Only activity within the ad container is tracked by the code Fewer data points are collected since only the ad is seen, not the entire page This method has a better chance of producing a more accurate measurement because it can detect more engagement on the entire page such as scrolling and clicking. These discrepancies are the reason that an advertiser’s in-ad measurements are normally at odds with a publisher’s on-page measurements
  8. 8. Multiple vendors with their own proprietary methods
  9. 9. Multiple vendors with their own proprietary methods Differing methodologies
  10. 10. Multiple vendors with their own proprietary methods Bot traffic that is engineered to pass through filters Differing methodologies
  11. 11. Ad fraud frustration
  12. 12. In the ad fraud ecosystem, marketers lose.
  13. 13. In the ad fraud ecosystem, marketers lose. Illegitimately sourced bot traffic passes ad fraud detection
  14. 14. In the ad fraud ecosystem, marketers lose. Illegitimately sourced bot traffic passes ad fraud detection Agency pays publisher for ads not seen by humans
  15. 15. In the ad fraud ecosystem, marketers lose. Illegitimately sourced bot traffic passes ad fraud detection Agency pays publisher for ads not seen by humans Agency shares misleading metrics with marketer
  16. 16. In the ad fraud ecosystem, marketers lose. Illegitimately sourced bot traffic passes ad fraud detection Agency pays publisher for ads not seen by humans Agency shares misleading metrics with marketer The publisher gets paid$
  17. 17. In the ad fraud ecosystem, marketers lose. Illegitimately sourced bot traffic passes ad fraud detection Agency pays publisher for ads not seen by humans Agency shares misleading metrics with marketer The publisher gets paid The fraudster gets paid $ $
  18. 18. In the ad fraud ecosystem, marketers lose. Illegitimately sourced bot traffic passes ad fraud detection Agency pays publisher for ads not seen by humans Agency shares misleading metrics with marketer The publisher gets paid The fraudster gets paid The agency gets paid $ $ $
  19. 19. In the ad fraud ecosystem, marketers lose. Illegitimately sourced bot traffic passes ad fraud detection Agency pays publisher for ads not seen by humans Agency shares misleading metrics with marketer The publisher gets paid The fraudster gets paid The agency gets paid The marketer is out money and views $ $ $
  20. 20. Is there a fix for the system?
  21. 21. Is there a fix for the system? Find out by reading What You Can Do to Meet Marketers’ Demands to Fix Digital Ad Fraud

×