Ad Exchanger suggests more needs to be done to detect and correct ad fraud, which is one of the biggest threats to the digital advertising industry. Fraudulent bots are identified as a key problem, distorting figures acquired by analytics companies and rendering their metrics unreliable. The report also recommends that advertisers should use machine learning techniques to identify fraudulent ads before they appear on search engines, such as using “deep learning” algorithms or artificial neural networks.
Ad Exchanger suggests more needs to be done to detect and correct ad fraud, which is one of the biggest threats to the digital advertising industry. Fraudulent bots are identified as a key problem, distorting figures acquired by analytics companies and rendering their metrics unreliable. The bots are used in a variety of ways; to click on ads, sending fake data while disguising their movements, to artificially suppress website conversion rates, suggesting lower volumes of human traffic and in pay-per-click ads, where fraudulent bots drive up rates so that they appear higher to boost increased revenue to certain ad campaigns and enhance reputations.