Ad fraud continues to rock digital advertising. To stay ahead of fraud, not having an ad fraud solution in place is no longer an option. However, in an advertiser’s haste to stave off fraud, they may be overlooking critical problems with some ad fraud solutions currently on the market.
Before choosing an ad fraud solution, here are four issues others are running into with their current ad fraud solution vendors.
In today’s ad fraud solution market, many clients feel like they're being taken advantage of since vendors are charging an arm and a leg. Some brands are left feeling so frustrated that they’re taking ad fraud verification in-house.
However, unless you know what data you’re looking for, an in-house solution isn't always the answer. But many clients feel like they’re left with no choice but to handle verification themselves.
Many agencies are using multiple ad fraud solutions because their clients are requiring it. Some clients want one type of solution (e.g. Solution A), while others want a different type (e.g. Solution B). And clients are expecting that solution to line up with their metrics, too. However, getting the numbers clients expect is only doing them a disservice.
Since there are no measurement standards for ad fraud, there are varying definitions for fraudulent traffic. Discrepancies between ad fraud solution providers can range from 30-40%. Clients may be getting the numbers they want, but that doesn’t mean they’re accurate.
Most ad fraud solutions are successful due to marketing, not the actual solution itself. In particular, solutions that boast the Media Rating Council (MRC) accreditation program tend to get more attention from brands and agencies, who put a lot of weight in MRC accreditation.
Accreditation is expensive. But with no ad fraud measurement standards, what are vendors being accredited for? Choosing a vendor based solely on MRC accreditation doesn’t mean a client is getting the ad fraud solution they need.
Tech can be helpful, until it isn't. It isn’t uncommon for some ad fraud solutions to have technical problems and go offline frequently. Oftentimes the vendor isn’t even aware that there’s a technical problem. Meanwhile during the outage, customers are even more vulnerable to fraudsters.
Paying for a solution that doesn’t have adequate infrastructure and security? Frustrating and unacceptable.
Clients need to do their homework while the industry needs to come together and define measurement stands for ad fraud. Until that happens, ad fraud solution providers will be competing with one another, and clients will struggle to find the right ad fraud solution.
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