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Online affiliate marketing campaigns can be a major revenue generation opportunity for businesses of all sizes and industries. Being able to place ads on other websites or have influencers promote the company’s products and services can help marketers get in touch with audiences that may have never considered them otherwise.
According to data from Statista, worldwide digital advertising spend was roughly $332 billion in 2020, and is projected to reach $526 billion in 2024. Given the billions of dollars being spent on digital advertising, it should be no surprise that criminals have started committing ad fraud on a massive scale.
To combat the digital ad fraud that impacts virtually every online marketing campaign, many companies have started turning to ad fraud solutions. With a fraud monitoring solution, companies can detect fraud early and take steps to stop it. Platform providers can also partner with ad fraud solution companies to create native integrations to help their customers protect their ad campaigns.
What are the benefits of integrating an ad fraud solution into existing marketing platforms for both marketers and platform providers? How can marketers integrate a fraud detection solution into their digital marketing platform?
While having an ad fraud solution is already a major step towards stopping ad fraud, integrating it with existing platforms can take things a step further. Some of the key benefits of integrating an ad fraud solution include:
Integrating an ad fraud solution with existing platforms for managing advertising campaigns makes it easier to engage in proactive monitoring of said campaigns. With an integrated solution, marketers can easily inspect advertising metrics and check ad fraud detection notifications at the same time.
Real-time fraud detection can be invaluable for protecting ad campaigns from ad fraud. However, it can be difficult to achieve this without an integrated ad fraud solution. Non-integrated solutions that require manual input can create delays in detection that make it harder to find fraud before it can have a major impact.
By integrating an ad fraud solution like Anura Direct, marketers can conduct time-sensitive traffic analysis and see traffic flagged as “suspect” or “non-suspect” in real time. This makes it easier to eliminate fraud quickly.
How much is ad fraud impacting the ROI for digital and affiliate marketing campaigns? It might be more than one would suspect. Past data from other Anura clients indicates that the average rate of ad fraud in affiliate marketing campaigns is roughly 40%.
This means that for every $1 million spent, affiliate marketing campaigns are losing $400,000 dollars with no return on investment (ROI). Factor in the time wasted on managing fake deals, potential chargebacks, brand reputation issues, and Telephone Consumer Protection Act (TCPA) compliance issues, and the cost of ad fraud can demolish a company’s marketing ROI.
An integrated ad fraud solution can identify fraud in real time so you can eliminate it as it happens. This helps you maximize advertising ROI since you aren’t spending money on fraudulent impressions, clicks, or actions.
One of the potential issues with using a variety of software solutions for any business process is the added complexity of management that each new solution brings. Having to log into 5-6 different platforms and accounts to manage different aspects of marketing can be an annoying time sink for marketers.
Integrating an ad fraud solution with existing marketing platforms for managing ad campaigns through a custom application programming interface (API) helps to reduce complexity and simplify management. With ad fraud reporting integrated into a marketing platform, marketers can make sure that important ad fraud information is at their fingertips. This puts all of the data needed in one convenient place so management of marketing campaigns is simplified.
Of course, marketers aren’t the only ones who can benefit from integrating an ad fraud solution. Digital marketing platform providers can also benefit from partnering with advertising fraud detection solutions and integrating their services into their platform.
Here are a few ways that marketing platform providers stand to benefit from integrating an ad fraud solution.
One of the standard benefits of any partnership is the chance of earning comarketing opportunities with the partner organization. This can help advertising platform providers put their marketing platform in front of potential customers who may not have heard of or considered it before.
This can help to earn new business. Additionally, customers who may already have a marketing platform but want something that works better with their ad fraud solution may decide to switch. By having a partnership and full integration with that fraud solution, digital marketing platform companies can gain a competitive advantage.
Marketing platform clients expect top-notch features and services that help them save time, money, and effort while maximizing their marketing ROI. By partnering with other solution providers and integrating them into the marketing platform, companies that provide platforms can add better features that help clients meet their own goals.
Integrating an ad fraud solution can help provide better data analytics features that help clients improve marketing ROI by detecting and eliminating fraud.
Customer retention is a major concern for any business. A commonly-cited statistic is that “it costs five times as much to attract a new customer, than to keep an existing one.” Customer Think states that “a mere 5% increase in retention rates can garner 25-95% extra profit.” Why is the increase so wide? Because, there are many variables that can affect the profitability for customer retention—including customer lifetime value (CLV).
Marketing platform providers tend to have customers with a high CLV, which makes retention extremely important. By offering multiple tools that complement their marketing platform, providers can make their platforms more convenient (and attractive) for their customers. This helps to improve retention, since customers are more likely to stay with a platform that can provide for all of their needs at once.
At the end of the day, marketers need to meet their goals. One of those goals is generating a significant return on investment for their marketing spend. If their marketing platform fails to generate a noticeable ROI, they may abandon it in favor of one that can. This is where an ad fraud solution can help.
By integrating advertising fraud solutions into their platform, providers can help their clients put a stop to ad fraud. This helps to prevent money from being wasted on fraudulent activity in their campaigns, improving their overall ROI from their marketing campaigns.
Increasing campaign ROI not only improves the client’s opinion of the digital marketing platform they use—it can help increase the resources the client has to spend on their marketing efforts. This can result in increased spending on the platform in the form of add-on sales or extended service contracts.
Anura is an ad fraud solution that is designed to help companies of all industries accurately identify fraud in real time and maximize the ROI of their digital advertising campaigns. With Anura, marketers for a brand have two different integration options in addition to our existing partner integrations:
With Anura Script, marketers can be confident in the 100% certainty of identified fraud—meaning no accidentally blocking website traffic from legitimate sources. Anura Script also enables next-level analytics so marketers can break down, organize, and review campaign attributes and individual data sources to pinpoint fraud and where it comes from.
Anura Direct is an integration option for companies who cannot use Anura Script due to technical integration limitations. This integration solution is ideal for a quick pre-bid analysis of time-sensitive traffic associated with click-based and programmatic campaigns.
Streamlined for speed, Anura Direct can provide an analysis of fraud activity within milliseconds—complete with a user-friendly dashboard that breaks down every aspect of a campaign data for real-time decision making.
Whether they choose to use Anura Direct or Anura Script, marketers can be confident that they will accurately identify ad fraud quickly and maximize their ad spend ROI.
Need help fighting ad fraud in marketing campaigns? Reach out to the Anura team today!
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