After realizing you have an ad fraud problem, it's only natural to immediately want to tackle it head on by hiring the first solution that catches your eye. But before you sign on the dotted line for any ad fraud solution, make sure you do some research first!
Ad fraud protection platforms differ, with each one having their own way of identifying and combating ad fraud. You want to find the solution that best fits your brand. Here’s what you need to know.
Not All Platforms Measure Fraud the Same
Ad fraud protection is a hot topic in the marketing industry. There are many options for brands looking to protect their advertising investments, but not all ad fraud solutions are cut from the same cloth. Here are some things you should know before investing heavily into any one solution:
Some platforms measure fraud based on vanity metrics that can easily be manipulated and don't contribute to growth for your business (examples include views, impressions, click-throughs). These types of measures may not work well if you have an audience with high levels of engagement who click through frequently or share content. You might find yourself paying for bad traffic or tossing out interested visitors without even knowing it! This type of protection may not be what you need.
Some platforms focus on probability statistics. Let’s say you’re a brand with a landing page for gathering new clients. Probability statistics show a 65% chance the traffic is bad, but are you willing to risk violating TCPA compliance because it isn't 100% bad traffic? Or on the flipside, what if you decide to block all of that traffic, and you end up tossing out some actual interested visitors? Are you okay with buying leads that are fraudulent? When you purchase traffic with a 65% chance of being bad, you're buying fake leads that will never convert.
Some platforms focus on viewability. However, it’s been proven that bots can beat the viewability metric. "Viewability" simply means at least half of your ad is in-view for a minimum of one second. It doesn't specify what part of your ad, or who is viewing it. What brands need to know is if a real person is viewing an ad, not if the ad (or part of it) is simply "viewable". A solution that can detect if a real person is viewing the ad would be a better option here.
Not All Platforms Are Built By Advertisers
When looking for an ad fraud solution, it's important to consider which platforms are built by advertisers. Platforms that are built by advertisers offer true performance, based on actual conversions. Some solutions rely on their reputations and longevity in the industry to sell their version of ad fraud detection and elimination.
However, if a company that sells a solution has never bought and sold traffic, nor experienced ad fraud first hand, how do they know what to truly look for and eliminate? They're using arbitrary benchmarks that they've essentially pulled out of thin air.
As a marketer, it's important to be aware of these differences when making your decision. When choosing an ad fraud solution, make sure to consider which platforms are based on real-world experience. Doing so will help you ensure that your advertising dollars are being put to good use.
Advertising fraud is rampant, and it can be difficult to know which solution is right for you. When looking for an ad fraud solution, it's important to consider the platform's origins.
Not All Platforms Let You Test Before You Buy
Before you decide on an ad fraud solution for your brand, consider what the platform offers and if it fits in with your company's needs. Find out if the features in the package are worth what you’ll be spending.
The old adage of "try before you buy" doesn't always apply to ad fraud solutions, but it’s beneficial for brands to explore an ad verification tool first (comparing it to others) before they get into a long-term contract.
Make sure to ask the right questions before signing on and be clear about what you're looking for in an ad fraud solution. That way, you can be sure that the solution you choose is effective in detecting and preventing fraud. If you have any doubts, consult with an expert who can help guide you through the process.