Ad fraud has been one of the biggest problems in the Adtech industry. As time went by, the industry have found out ways to mitigate ad fraud in the past and are still working on doing more. But ad fraudsters are getting more and more sophisticated and tenacious in their ways.
Ad fraud is any deliberate activity that prevents the proper delivery of ads to the right people at the right time, in the right place. Ad fraud is a type of illegal activity that deliberately exploits various types of advertising technologies and benefits on their flaws. The world of digital advertisement is riddled with leeways for malicious activity with scams and overwhelming busts practically at every corner.
Dochase Adx have for a long time worked tirelessly to reduce the effects of ad fraud on advertisers and publishers alike. Below are different ways to fight ad fraud;
- Utilize ad verification providers
There are a number of major ad verification providers that provide protection against both general and sophisticated ad fraud. Major players include Integral Ad Sciences, Pixalate, WhiteOps, Geoedge and Forensiq.
Today, Dochase is utilizing more than one ad verification provider to ensure minimal gaps in fraud detection. In addition, Dochase provides a great solution that empowers its clients with real-time analytics about their ad campaigns and traffic.
While much of the data surrounding ad verification providers is typically a black box, you can rest more easily knowing that most common forms of general and sophisticated fraud are being filtered out in real time.
- Use Trusted Ad Networks
To avoid ad fraud, stick with the trusted ad networks, Dochase Adx is one of those ad network to use. There are others like Google, Facebook and other established companies. We’ve seen too many agencies and ad tech companies spin up their own “trading desk” simply to up-charge clients and hide behind secret ad inventory. Stick with the big guys and you’ll avoid ad fraud.
- Employ ads.txt.
The IAB’s ads.txt Initiative helps ad buyers avoid spoofed inventory while maximizing revenue and CPMs for legitimate publishers. Ads.txt was officially launched in 2017 and is currently in a rapid adoption phase. As of July 2018, 70% of our top publishers have already implemented ads.txt.
As a publisher, ads.txt helps to prevent your inventory from being fraudulently sold to an unrelated third party that may be spoofing your domain. It also identifies partners that may simply be reselling your inventory through an existing exchange.
As an ad buyer, ads.txt helps to verify the validity of ad inventory to ensure your ads are being served on legitimate publisher inventory rather than a spoofed domain. As an ad tech platform, ads.txt helps to verify that impressions being bought and sold on its platform are authorized by the publisher.
- Analyze Advertising Data for Warning Signs
Data is one of the most powerful tools advertisers can use to combat fraud. Businesses should regularly audit and analyze data for warning signs. If expensive campaigns yield minimal results, it may be a sign of foul play. Additionally, advertisers should look at bounce rates, site times and click rates for any dramatic changes or suspicious activity.
- Demand Transparency From Your Ad Tech Provider
Don’t trust someone who offers new “ad tech,” or who just says that they are high quality. Demand transparency. Ask to understand how the technology works, not just what it is. Ad fraud isn’t hard to avoid if you do it right, with the right partners. Dochase will give you access to a live dashboard where you can monitor and modify ad campaigns.
- Know Your Metrics
Knowing your metrics is a good step in identifying ad fraud. If you can’t identify the issue, you cannot combat it. Knowing the typical CTRs, bounce rates, session time and conversion rates will allow you to identify anomalies when they occur. For example, if your impression volume increases by 1,000% and your CTR triples but your call volume is flat, there may be a problem. Inform your Adtech provider to make sure there are no fraudulent acts involved.