How the industry must work together to tackle ad fraud


This article was originally written for, and published at, Mumbrella Asia.
Read the original article here.

When Google first announced they were refunding advertisers for cash spent on fraudulent ads, it felt like a parent admitting they’d done something wrong. After all, together with Facebook, Google dominates the online advertising space.

Fraught with fraud, do we fight or flee?

With ad fraud set to cost us $16.4 billion globally, it’s no wonder there is so much talk about it in the industry. In Asia Pacific, where there continues to be a reliance on traditional click-based metrics, ad fraud becomes an even bigger concern.

The response varies across marketers engaging in digital and programmatic advertising. Many are befuddled, some limit their programmatic spend while others bury their head in the sand hoping for the fraud problem to disappear. While fraud is everyone’s problem, solutions are slow to come.

This is because everyone refrains from addressing the issue, assuming that others would do so. In psychology, we know this as the bystander effect, or better known as the Tragedy of the Commons in economics. As a result, nobody does anything about the problem.

To answer the flight-or-fight question, we’ve taken a stance and chosen to fight.

Just as P&G has made it a point to stop working with agencies, suppliers and ad tech companies that don’t comply with its requirements, we’re doing the same with our fraud-free guarantee program. Launched in 2015, it saved our customers $54m in its first year.

RELATED: dataxu customer ad fraud prevention savings in 2016

Two years later, the industry remains locked in an arms race with fraudsters.

Until fraud is eradicated, we will charge forward with our guarantee to ensure each of our customers see valid returns on their programmatic investments with not just one or two, but five pre-bid fraud protection filters: Bot Filter, Site Filter, Suspicious Activity Prevention, Malware Scan and Content Blocking.

You might even say we’re a little bit obsessive about ad fraud. But even with so many layers of protection, we know it’s not perfect.

Interested in reading more? Check out the full article at Mumbrella Asia now.