#programmatiadfraud

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Ad Fraud Prevention across Programmatic advertising landscape in the USA

Programmatic advertising is often described as a “black box” due to the complex, largely automated processes that operate behind the scenes, making it challenging for advertisers to see where their ads end up, how budgets are spent, and the actual impact of their campaigns. 

Massive Volume Makes It Hard to Track: Massive volume of ad impressions served daily, programmatic operates on an enormous scale, making it difficult to monitor each ad placement. Ads are distributed across thousands of websites, apps, and devices, creating a web of tough placements to trace without advanced tools.  

Viewability metrics Alone aren’t Enough. They don’t tell the full story. Many advertisers focus on viewability, but an ad might be “viewable” but still appear in an irrelevant or low-quality context, or worse, on a fraudulent site. Viewability is just the tip of the iceberg in determining if an ad placement is valuable. 

CPM is not the true reflection of ad performance: A go-to metric in programmatic, Cost-per-thousand (CPM) doesn’t necessarily reflect ad performance. As they do not show the genuine engagement generated or conversions. Moving beyond CPM for ad performance measurement and focusing on true performance metrics gives a clearer picture of campaign effectiveness.

Read more : Ad Fraud Prevention across Programmatic advertising

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Ai in Programmatic Advertising Fraud Detection to Deliver Performance and Sustainability

The rise of programmatic advertising has shifted the focus towards accuracy and automation. It surged from $9.75 billion in 2023 to $12.46 billion in 2024, an annual growth rate of 27.8% and is expected to continue expanding, reaching $28.12 billion by 2028 at a compound annual growth rate (CAGR) of 22.6%. However, with AI coming into the picture, performance programmatic platforms are prone to ad fraud even more. The need for optimization of programmatic media buying with comprehensive ad fraud solution  across the advertising funnel is the necessity to yield results.  

More and more advertisers are pushing for a stronger and harder success KPI in programmatic campaigns. The shift from visibility only to performance-first is underway. With new and upcoming programmatic platforms selling inventory on impressions, it is today evident that impression fraud is 10-15% of campaign spends in the MENA region, as per mFilterIt reports. There is a ROI uplift of 7-10% when advertisers identify and block for Made-For-Ad sites and Ad Frequency cap violations. 

For advertisers, an ad traffic validation tool is the need of the hour to weed out fraud, optimise programmatic traffic and improve the hard KPIs of their campaigns. Also, programmatic platforms & ad networks have started providing ‘Certificate of Verification’ to advertisers to ensure their ad inventories are validated.   

Read more: Ai in Programmatic Advertising Fraud

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How Top Brands Are Winning with Programmatic Advertising

Programmatic advertising has transformed the way brands interact with their target audiences by automating the buying and placement of ads with the help of powerful algorithms that provide precision, efficiency, and scalability.  to increase the success rate which is lacking in traditional advertising.  

Precise Targeting: Using precise targeting in programmatic ad marketers use data to identify target audiences. It allows brands to send modified messages based on demographics, activities, and even real-time intent.  

Real-Time Optimization: Programmatic campaigns help in delivering real-time analytics, allowing brands to monitor performance and adjust the campaign according to their need. This enables marketers to optimize ad creatives, placements, and budgets in real-time, resulting in better results.  

Scalability Across Platforms: Programmatic advertising connects people to a wide range of platforms, including social media and display networks, as well as connected TV and audio streaming services. This enables marketers to maintain the presence across several touchpoints without having any extra burden on managing individual channels separately.  

Read more: Top Brands Are Winning with Programmatic Advertising.

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Programmatic Ad fraud: The bane of the Branding Campaigns

The simplest and most efficient way to protect the interest of your brand is to use ad fraud detection tool to combat the new tactics of fraud in programmatic ad ecosystem:  

In the case of F-Cap Violation using a creative serving hub, that sets the views per user per day to a certain limit with real-time monitoring to ensure no user sees the ad more than that set limit, helps to maximize reach and engagement.   

Further, the viewability metrics can be checked by implementing a viewability attention score based on how much attention users give to ads. This can provide a more apt picture of whether the ads are truly seen and engaged by real users or not.   

Low-quality impressions through Made-for-Ad Sites can be avoided by detecting and blacklisting these MFA sites. Suppose an ad network red flags a site as MFA, the specialized algorithms will automatically blacklist this site from the ad placement list.   

Read more: Programmatic Ad fraud

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Ai in Programmatic Advertising Fraud Detection to Deliver Performance and Sustainability

The rise of programmatic advertising has shifted the focus towards accuracy and automation. It surged from $9.75 billion in 2023 to $12.46 billion in 2024, an annual growth rate of 27.8% and is expected to continue expanding, reaching $28.12 billion by 2028 at a compound annual growth rate (CAGR) of 22.6%. However, with AI coming into the picture, performance programmatic platforms are prone to ad fraud even more. The need for optimization of programmatic media buying with comprehensive ad fraud solution  across the advertising funnel is the necessity to yield results.  

More and more advertisers are pushing for a stronger and harder success KPI in programmatic campaigns. The shift from visibility only to performance-first is underway. With new and upcoming programmatic platforms selling inventory on impressions, it is today evident that impression fraud is 10-15% of campaign spends in the MENA region, as per mFilterIt reports. There is a ROI uplift of 7-10% when advertisers identify and block for Made-For-Ad sites and Ad Frequency cap violations. 

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How Lead Punching Fills Your CRM with Junk Leads—and What You Can Do About It

Lead punching is one of the fraudulent practices used by dishonest publishers or affiliates to deliberately submit false lead information, using real names, phone numbers and email ID of a person. This information is easily accessible across multiple sources at a minimal cost, which makes it easy for fraudsters to exploit. They use this data to fill out lead forms, ensuring the details appear legitimate.  

However, in reality the real person is not aware of filling in the lead form or even having interest in the service. Therefore, when the sales team follows up, these supposed leads deny submitting any form or even knowing about the company.   

This forms easily 30-40% of the total leads which a typical client receives. So not only is the advertiser losing media budget by paying for these junk leads, but they also end up burning call center costs in calling up these leads. Marketing teams also add these leads into a CRM and do Email / WhatsApp marketing on these. Now they waste further money in reaching people who have no interest in their products. 

to read more visit: How Lead Punching Fills Your CRM

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Ai in Programmatic Advertising Fraud Detection to Deliver Performance and Sustainability

The rise of programmatic advertising has shifted the focus towards accuracy and automation. It surged from $9.75 billion in 2023 to $12.46 billion in 2024, an annual growth rate of 27.8% and is expected to continue expanding, reaching $28.12 billion by 2028 at a compound annual growth rate (CAGR) of 22.6%. However, with AI coming into the picture, performance programmatic platforms are prone to ad fraud even more. The need for optimization of programmatic media buying with comprehensive ad fraud solution  across the advertising funnel is the necessity to yield results.  

More and more advertisers are pushing for a stronger and harder success KPI in programmatic campaigns. The shift from visibility only to performance-first is underway. With new and upcoming programmatic platforms selling inventory on impressions, it is today evident that impression fraud is 10-15% of campaign spends in the MENA region, as per mFilterIt reports. There is a ROI uplift of 7-10% when advertisers identify and block for Made-For-Ad sites and Ad Frequency cap violations. 

To read more visit: Ai in Programmatic Ad Fraud Detection.

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Ai in Programmatic Advertising Fraud Detection to Deliver Performance and Sustainability

Advertisers spend an average of 15% of their programmatic budget on MFA sites, but some may spend as much as 42%. While 35% of programmatic spending is wasted on low-value environments like MFA sites, according to a recent study by ANA (Association of National Advertisers).  By focusing on robust ad fraud detection advertisers can combat the various forms of fraud that undermine their campaigns across digital advertising platforms. Prioritizing impression validation is essential for maximizing return on investment and maintaining trust in the advertising ecosystem.   

MFA Sites not only drain budgets but also pose a challenge to a brand’s safety. Limited reach and exposure, no real user engagement misleading clicks,  click fraud, artificially inflated metrics, poor conversion rates, low-quality/intent traffic and brand un-safe content tarnished brand image and lead to budget drainage.  

To read more visit: Ai in Programmatic Advertising Fraud Detection

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AI in Programmatic Advertising Fraud detection to deliver performance and sustainability

The rise of programmatic advertising has shifted the focus towards accuracy and automation. It surged from $9.75 billion in 2023 to $12.46 billion in 2024, an annual growth rate of 27.8% and is expected to continue expanding, reaching $28.12 billion by 2028 at a compound annual growth rate (CAGR) of 22.6%. However, with AI coming into the picture, performance programmatic platforms are prone to ad fraud even more. The need for optimization of programmatic media buying with comprehensive ad fraud solution  across the advertising funnel is the necessity to yield results.  

More and more advertisers are pushing for a stronger and harder success KPI in programmatic campaigns. The shift from visibility only to performance-first is underway. With new and upcoming programmatic platforms selling inventory on impressions, it is today evident that impression fraud is 10-15% of campaign spends in the MENA region, as per mFilterIt reports. There is a ROI uplift of 7-10% when advertisers identify and block for Made-For-Ad sites and Ad Frequency cap violations. 

To read more visit: AI in Programmatic Advertising Fraud.

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Ad Fraud Prevention across Programmatic advertising landscape in the USA

A global leader in the energy sector running a large-scale programmatic advertising campaign to expand its digital reach and drive brand visibility across various platforms. However, with the shift towards programmatic, they encountered significant brand safety and ad placement issues that risked their reputation and ad effectiveness. 

The key challenges for the brand Programmatic Ad Campaign  

The brand was running the audio and display (banner) campaign to boost visibility & audience reach on platforms like DCM & DV360. The reach and engagement metrics they were experiencing were low and did not seem commensurate with their digital spending. 

Brand Unsafe Placements: Programmatic ads were appearing alongside inappropriate or irrelevant content, which could harm the brand’s reputation. This lack of alignment with brand-safe environments undermined the credibility and aimed to maintain as a trusted energy provider. 

To read more visit: Programmatic advertising landscape in the USA

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Programmatic Ad fraud: The bane of the Branding Campaigns in USA

Frequency Cap Breaches – Frequency capping is when a brand sets a limit on the number of times its advertisement is displayed to a given user within a specific time frame. Breaching this leads to oversaturation, which means the ads are shown to the same users instead of reaching a broader audience. This not only wastes ad spending but also lowers the reach of the ads and the campaign’s overall efficacy, which is in violation of the objective of the branding campaign. mFilterIt has identified approx. 25% of f-cap violations depending on the campaign. 

Inaccurate OTT Viewability Scoring – Viewability metrics are crucial for determining if an ad has been viewed by a human or a bot. Uncertain data from inaccurate metrics might make it challenging for advertisers to assess the success of their efforts. Without accurate viewability, brands may end up paying for impressions that their intended audience never saw.   

Low-Quality Impressions –These impressions come from content that mainly attracts visitors who are not genuinely interested in the brand or product. It comes from sites specially designed to generate clicks from clickbait sites resulting in limited reach and exposure. Such sites have poor conversion rates causing brands to waste budget and inefficient ad placements.  These are mostly generated by Made-For Ad Sites (MFAs). The ANA report on ad fraud states that MFA websites represent 21% of impressions and 15 % of ad spend overall.  

Read more about Programmatic Ad fraud

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Programmatic Advertising Trends Shaping the Digital Industry

While trends like the declining use of third-party cookies and the rise of stringent privacy laws may make it seem like it is the end of the road for programmatic advertising, the reality is quite the contrary.

Sure, these things have a direct impact on the way programmatic advertising is used, but their influence will simply mean that advertisers will have to get more creative with their approaches. In fact, since these changes have been in the works for some time now, advertisers are beginning to adapt.

It is clear that despite the changes in privacy laws and the decline of cookies, programmatic advertising is here to stay. However, for marketers who want to keep reaping the benefits of this amazing advertising technology, it has become imperative to keep up with the current trends.

Marketers will have to find innovative ways to target the right audience, and contextual advertising may prove to be a promising solution. With contextual advertising, instead of targeting user personas, advertisers place ads on websites based on the content of those websites which is contextually relevant.

This will benefit both users and advertisers. Users will not have to struggle with being subjected to irrelevant ads ruining the experience of the content they are trying to consume. At the same time, advertisers can rest assured that users are likely to show interest in their product/service since it is being advertised next to something contextually relevant.

Read more about Programmatic Advertising Trends.

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Programmatic Ad fraud: The bane of the Branding Campaigns

The global programmatic advertising market size is expected to grow at a CAGR of 22.8% from 2024 to 2030. Programmatic advertising encompasses a wide range of digital channels, from walled gardens like Google and Facebook to connected television (CTV) and OTT. This variety of channels’ capacity increased the reach of advertisements to even broader groups of audiences.   

However, this wider scope of innovation has also opened the door to significant fraud, with programmatic ad fraud becoming a growing concern for marketers worldwide. With the programmatically run advertisements at $546billion in 2023 according to a Statista report, the volume of ad fraud and low-quality impressions stand at 15-20% according to mFilterIt reports. 

The simplest and most efficient way to protect the interest of your brand is to use ad fraud detection tool to combat the new tactics of fraud in programmatic ad ecosystem:  

In the case of F-Cap Violation using a creative serving hub, that sets the views per user per day to a certain limit with real-time monitoring to ensure no user sees the ad more than that set limit, helps to maximize reach and engagement.  

Read more about Programmatic Ad fraud

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Programmatic Ad fraud: The bane of the Branding Campaigns

Programmatic ad fraud broadly refers to the malicious practice of manipulating online ad campaigns through automated software, to generate revenue.  

Nowadays new ad platforms, trade desks and reputable walled gardens are coming into the limelight with advertisers having a positive perspective and confidence about them. This confidence stems from the fact that they have positioned themselves as platforms having a clean inventory with superior quality traffic making a differentiated mark from traditional affiliates.  

Frequency capping is when a brand sets a limit on the number of times its advertisement is displayed to a given user within a specific time frame. Breaching this leads to oversaturation, which means the ads are shown to the same users instead of reaching a broader audience. This not only wastes ad spending but also lowers the reach of the ads and the campaign’s overall efficacy, which is in violation of the objective of the branding campaign. mFilterIt has identified approx. 25% of f-cap violations depending on the campaign. 

Read more Programmatic Ad fraud: The bane of the Branding Campaigns.

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Optimize Your Programmatic Advertising efforts to stand tall in UAE

Programmatic advertising employs data and technology to ensure that the right message gets to the right person at the right time, thereby increasing the effectiveness of overall marketing campaigns. 

What is Programmatic Advertising? 

Programmatic Advertising is a computerized method of technology for online buying and selling of advertisements. This technique uses software and algorithms to buy ads, making it more methodical and systematic than traditional methods. Instead of directly purchasing ad space from the publishers, advertisers employ different platforms as well as tools to focus on specific audiences and balance their ad expenditure in real-time. 

Read more about Programmatic Advertising in UAE

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Combatting Programmatic Ad Fraud: Traffic Validation with Integrated Brand Safety

Programmatic advertising offers unparalleled efficiency and reach. However, programmatic ad fraud is a growing problem that has dented the efficiency and return on investment (ROI). It not only leads to a massive loss in advertising Ad spend but also causes reputational damage.

Detection of Bot traffic is the major challenge in programmatic advertising. Automated blocking of ads such as invalid traffic in all branding campaigns across all programmatic platforms is critical for the success of the ad campaign.

mFiliter enables advertisers to validate branding campaign traffic with integrated brand safety. It provides media verification across the programmatic ecosystem or any other campaigns that have CPM payouts. 

Read more: Programmatic Ad Fraud