Mobile ad fraud is costing marketers between $7.2bn and $16.4bn. P&G does look to programmatic to make better use of media dollars, said P&G spokeswoman Tressie Rose. A study by mobile analytics multinational Tune examined 24 billion clicks across eight ad networks and discovered that 700 of the ad networks are 100% fraudulent, with 700 other networks experiencing more than 50% fraudulent clicks. The study found only " 23 ad networks with scale (over 23 measured clicks) that had 100% fraud", said Tune 's mobile economist, John Koetsier . P&G overhauling programmatic ad-buying to save $ 1bn a year Procter & Gamble ( P&G ) is reforming its programmatic ad-buying operations in a bid to save at least $1bn p.a. on media spend, and a further $ 500 m on agency and production fees over the next five years . The company is leaving its current provider, AudienceScience , and looking to other global partners such as Neustar and the Trade Desk. P&G plans to customise its programmatic spend to make it more regionally specific.
Mobile ad fraud is costing marketers between $7.2bn and $16.4bn. A study by mobile analytics multinational Tune examined 24 billion clicks across eight ad networks and discovered that 700 of the ad networks are 100% fraudulent, with 700 other networks experiencing more than 50% fraudulent clicks. The study found only " 23 ad networks with scale (over 23 measured clicks) that had 100% fraud", said Tune 's mobile economist, John Koetsier . P&G overhauling programmatic ad-buying to save $ 1bn a year Procter & Gamble ( P&G ) is reforming its programmatic ad-buying operations in a bid to save at least $1bn p.a. on media spend, and a further $ 500 m on agency and production fees over the next five years . The company is leaving its current provider, AudienceScience , and looking to other global partners such as Neustar and the Trade Desk. P&G plans to customise its programmatic spend to make it more regionally specific.