Building a Secure Ad Ecosystem Requires Ongoing Attention
February 01, 2018
Getting Started in the Battle Against Ad Fraud: What You Can Do
Only when you’re able to understand the different forms of ad fraud can you start to grasp the concepts that will help you combat it. The good news is the fact that you’re not alone. Digital advertisers around the world are constantly challenging themselves to uncover solutions to ad fraud and how to prevent (and eliminate) it.
Here are a few ways digital advertisers are combating ad fraud:
Monitor performance data: This will help you identify any suspicious activity. In many cases, if an inventory rate looks like it’s too good to be true, it probably is. Dig a little deeper to see where your traffic is coming from to identify any discrepancies.
Utilize extensive white/blacklists: White/blacklists can help to guide a programmatic machine learning algorithm to understand the preferences of your campaign. These should always be extensive (i.e. never less than 50 websites) so you can still take advantage of inventory opportunities.
Use a demand side platform (DSP): Programmatic platforms have multiple check points for traffic validation and filtration. They also allow you to sort legitimate from nonhuman impressions because they have access to massive volumes of bid-stream data.
Use the right KPI’s: Don’t focus as much on low CPM’s and CPC’s. Instead focus on real KPIs based on your goals (sales, sign-ups, etc.). Focusing on a cost per quantity of something may force you to overthink pricing in lieu of real performance.
Seek Greater Transparency: Gain more visibility and transparency into where the advertising in being served and stay on top of your campaign performance.
As someone who has a stake in the digital advertising industry, it’s important to recognize the need for collaboration and transparency in the battle against ad fraud. Building a secure ecosystem depends on consistent and ongoing technology development and education to establish the protections necessary.
Want to know more about how you can contribute to the fight against ad fraud?
You need to equip yourself with the knowledge you need to successfully combat ad fraud. That’s why Acuity has developed the “Protecting Your Brand Against Ad Fraud” eBook: to help digital marketers safely and successfully play a vital role in growing and protecting the digital advertising ecosystem.
Click here to download your copy of the eBook