Programmatic buying campaigns can facilitate growth and scale for campaign efforts, but, like an estimated 25 percent of all web traffic, it is subject to being less effective due to rampant ad fraud. By eliminating ad fraud, programmatic buying campaigns can fully achieve the scale that necessitated an automated solution and performance marketers can see a greater return on their marketing investments
The term “programmatic buying” and “programmatic campaigns” refers to marketing campaigns in which advertisers use software to purchase advertising space. The automatization of the purchasing process makes programmatic campaigns different than traditional campaigns which rely on human negotiations, manual insertion orders, and the use of requests for proposal (RFP), a document that solicits a proposal by a publisher interested in providing advertising space.
Based on a number of predefined criteria, programmatic advertising software makes decisions on what advertising space to purchase in less than a second. Since such rapid decision-making processes cannot be monitored in real time by humans, programmatic campaigns are vulnerable to ad fraud.
Normally, 7.5 percent of programmatic video and 15 percent of programmatic display impressions relate to ad fraud. It may not only lead to inefficient advertising, but also impact the brand safety
To avoid programmatic ad fraud, advertisers may use a variety of DSPs (demand-side platforms), i.e., platforms allowing buyers of digital inventory to manage several ad exchange accounts through a single user interface. Credible DSP platforms, like Google, have comprehensive measures to avoid fraudulent activities. In the case of ad fraud, the DSP may offer refunds. Another way to avoid ad fraud is to use pre-bid solutions that avoid bidding on fraudulent impressions along with a good post-bid solution to improve buying decisions.
The detection of programmatic ad fraud involves an analysis of campaign data. A combination of a high number of clicks and impressions and a low number of real conversations likely indicates the presence of ad fraud.
To avoid wasting money, advertisers can purchase a small number of impressions and, in case those impressions bring a good return on investment, they can proceed with a larger purchase.
Advertisers willing to ensure the success of their programmatic campaigns need to use specialized ad fraud pre-bid solutions like Anura. It can be implemented in programmatic advertising campaigns and comes with a detailed reporting dashboard which provides users with the opportunity to fully optimize their resources. Thus, Anura allows advertisers to identify ad fraud with ease and focus on actual users.
See Anura’s ad fraud elimination in action, reach out for a trial or free trial.
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