Digital advertising is today absolutely inalienable for advertisers , who cannot avoid, however, that money escapes them by the handful when they decide to invest (in an extraordinarily generous way) in this advertising formula.
The fraud hidden in digital advertising (which is also directly linked to programmatic buying) takes many forms: «darkpooling», ads.txt (a soon well-intentioned boat idea that ended up becoming one of the biggest problems in the fight against fraudulent advertising), or the websites focused on «clickbaiting» (which, without saying a word, are responsible for more than 90% of fraud on a global scale). According to eMarketer, losses from ad fraud will reach a whopping $100 billion each year by 2023.
What Then Is the Solution to Such a Colossal Problem?
The truth is that there is no single solution. The first step is to recognize in any case that with each advertising campaign money inevitably goes Sri lanka B2B list down the drain. In an article for LinkedIn Pulse , Michael MM offers advertisers a few keys to fight against fraud :
Arm yourself with «know-how» by independent experts and auditors. Clearly define internal processes for digital campaigns and incorporate them as “must-haves” in digital advertising contracts. stablish a control office that is independent from the marketing department and then implement the following processes:
Always Ask for Complete Reports on Digital Advertising Campaigns
Make a list of all those websites where the brand is not intereste in advertising. Make a second list with the websites where advertising is acceptable to the advertiser and never lose sight of it. Exchange good practice cases with other independent experts.
Regularly audit all digital campaigns and do so not only from the point of view of “brand safety”. Concentrate on a few safe web pages for future digital advertising campaigns. Optimize based on the KPIs defined for each campaign. Leaving aside potentially manipulable parameters such as clicks and impressions and emphasizing real people (not disguised as bots).