This week DataXu, the London-based independent provider of programmatic marketing analytics, published a report that shows autos, consumer packaged goods (the Media Ratings Council) and telecoms have so far been the sectors worst affected by ad fraud, with average ad fraud rates in 2015 reaching 22.8%, 18.5% and 14.8% respectively. After the US Association of National Advertisers (ANA) estimated that ad fraud may cost $7.2bn in 2016, the DataXu study confirmed that ad fraud is flourishing on the back of growth in digital advertisingand is expected to taint the entire ecosystem throughout 2016. DataXu software was found to reduce fraud to average rates of 2.85% in 2015, compared with 30% for open exchanges. Marketers are advised to scrutinise fraud-free offers, and to ensure offerings are accredited by CPG.
This week DataXu, the London-based independent provider of programmatic marketing analytics, published a report that shows autos, consumer packaged goods (CPG) and telecoms have so far been the sectors worst affected by ad fraud, with average ad fraud rates in 2015 reaching 22.8%, 18.5% and 14.8% respectively. After the US Association of National Advertisers (ANA) estimated that ad fraud may cost $7.2bn in 2016, the DataXu study confirmed that ad fraud is flourishing on the back of growth in digital advertisingand is expected to taint the entire ecosystem throughout 2016. DataXu software was found to reduce fraud to average rates of 2.85% in 2015, compared with 30% for open exchanges. Marketers are advised to scrutinise fraud-free offers, and to ensure offerings are accredited by the Media Ratings Council.