It’s estimated that ad fraud accounted for nearly $12.48 billion dollars in 2016. That number could grow to as much as $16.4 billion in 2017. But what can publishers and advertisers do about it? A few experts in the field came together recently to offer their expertise and solutions for the problem. In a panel discussion at Israel AdTech with Cofounder & CMO of S&W Media Group Joey Winshman, Matomy’s VP Mobile Strategy Noam Neumann, CRO of Select Media Madi Bachar, and moderator, Cofounder & CEO of ReplyAll Zach Abramowitz (pictured from left to right below) addressed the issue, sharing their best tips for advertisers and publishers.
Are We Fighting an Unwinnable War?
The war on ad fraud has been compared to the war on drugs, an ongoing battle that will continue to change and adapt over time as new technology and user habits develop. One of the most frustrating aspects of the conflict is that it’s difficult to police ad fraud. That being said, there are measures that can be taken by both advertisers and publishers.
Today, it’s essential to back up your campaigns with more metrics.
Creating Better Barriers
More and more SSPs and vendors are partnering with verification services, such as Moat, Double Verify, and White Ops. This has established an effective barrier for simple fraud. But what can be done about more sophisticated fraud?
Verification and improved security is the first step, but the downside with verification services is that they don’t share data and they measure traffic differently from one another. Greater transparency can improve the current situation.
The Ball Is in the Advertiser’s Court
All panelists agreed that as a whole, the industry needs to come together to combat fraud. It’s not enough for the supply side to take action, advertisers need to do their part as well. Some of it is common sense as Madi Bachar explained. Advertisers need to be more careful where they spend their money. “If it seems too good to be true, it probably is,” said Bachar. In other words, you can’t buy premium inventory at very low rates, if you are, chances are, it’s probably fraud.
Matomy’s Noam Neumann said advertisers need to take it a step further and be more specific with their KPIs. In the past it was enough to buy impressions and define your overall KPI as simply to increase ROI. But the ends don’t always justify the means. Today, it’s essential to back up the measurement of your campaigns with more metrics to ensure that your campaigns are a success on more than one level.
Neumann explained “We’re using a new approach with our DSP partners. We’re clearly defining their KPIs and we offer a more closed environment to match those KPIs on our Exchange, secured by multiple verification partners.”