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Good News Finally: Ad Fraud Dropping in the US Slowly

Ad fraud has been a growing problem for marketers around the world for years, with many people losing hope that it was a problem that could be resolved. White Ops and the ANA, however, have released their most recent Bot Baseline report, and it has some good news.

In 2016, US brands lost approximately $7.2 billion in lost revenue. For 2017, however, that number is expected to drop to $6.6 billion, down about 10%. While this is obviously still a huge issue, it is great to see that the numbers are finally going in the right direction. This is made even better by the fact that the total ad spend continues to go up, which means that fraud rates are dropping by even more than these numbers indicate.

ANA CEO Bob Liodice said, “Marketers worldwide are successfully adopting strategies and tactics to fight digital ad fraud. This is a powerful indicator that the war on digital ad fraud is winnable for those who establish proper controls and protocols. And that is exceptionally good news for the advertising, marketing, and media communities worldwide.”

The report isn’t all positive news, however. It estimates that as much as 20% of all websites are engaged with ad-fraud (including bots, click fraud, etc). Also, 22% of desktop video ads will be viewed by bots rather than actual people.

Part of the reason that these numbers are going down is also because of the move toward mobile devices, which aren’t typically as easy to infect with malware and other things that contribute to the fraud problem.

No matter how you look at it, however, it is clear that this is good news for marketers in the US and around the world.

Pesach Lattin
Pesach Lattinhttp://www.adotat.com
Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pesach Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

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