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2 min read

Why IP Blocking is an Ineffective Way to Stop Ad Fraud

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Digital advertising is a cornerstone of the modern marketing landscape, enabling businesses to reach and engage with their target audience in ways never before possible. However, it is not without its challenges, one of the most significant being ad fraud.

Ad fraud, including click fraud and impression fraud, costs advertisers billions of dollars each year. To combat this, many have resorted to IP blocking as a solution. While it may seem like a straightforward approach, this article aims to shed light on why IP blocking is not a good way to solve ad fraud problems.

The Pitfalls of IP Blocking

IP blocking involves preventing access to a website or server from a specific IP address or range of addresses. On the surface, this method appears to be a practical way to thwart ad fraud.

However, it comes with several significant shortcomings:

Collateral Damage

Blocking an IP address or range affects all users associated with it, which often leads to blocking legitimate users along with the fraudulent ones. This results in a poor user experience and potential revenue loss for businesses.

IP Rotation

Fraudsters can easily change their IP addresses by using proxy servers or employing other techniques, rendering IP blocking ineffective as a long-term solution.

Incomplete Detection

Ad fraudsters are increasingly adept at avoiding detection by using tactics like distributed IP addresses, making it challenging for IP blocking to detect all instances of fraud.


Constantly monitoring and updating IP blocking rules can be resource-intensive and may not keep up with the rapidly evolving landscape of ad fraud.

Geolocation Limitations

IP blocking also does not account for the fact that fraudulent activities can occur across various geographic locations, making it unsuitable for tracking ad fraud.

Anura's Approach

To address the limitations of IP blocking, Anura offers a sophisticated solution that leverages expert rules and multipoint analysis. Here's why this approach is a more effective way to combat ad fraud:

Expert Rules

Anura's fraud detection system is powered by a team of experts who continuously develop and refine detection rules. These experts analyze and interpret data to create rules that mimic human decision-making processes, enabling more accurate and nuanced fraud detection.

Multipoint Analysis

Anura employs a multipoint analysis approach, considering various factors to determine the legitimacy of traffic. This approach considers not only IP addresses but also device fingerprinting, behavioral analysis, and other parameters that are indicative of fraudulent activity. This comprehensive analysis provides a more complete view of the traffic and helps detect fraud even when IP addresses change or are disguised.

Real-Time Monitoring

Anura's real-time monitoring of traffic allows it to adapt quickly to evolving fraud techniques, allowing No False PositivesTM and ensuring that legitimate users are not wrongly blocked.

Accuracy and Precision

By combining expert rules and multipoint analysis, Anura achieves a high degree of accuracy and precision in detecting ad fraud. This results in significantly fewer false positives and negatives compared to IP blocking.

Global Perspective

Anura considers the global nature of ad fraud, which can originate from anywhere in the world. Instead of relying solely on geolocation data, it analyzes various data points to pinpoint fraudulent activity.

SIVT needs a sophisticated solution

Ad fraud poses a significant threat to digital advertising, and IP blocking has been one of the go-to solutions. However, its limitations, including collateral damage, IP rotation, and incomplete detection, make it an ineffective approach to tackle this complex issue. To combat ad fraud effectively, businesses need a more sophisticated and accurate solution like Anura.

Anura's combination of expert rules and multipoint analysis enables it to detect ad fraud with greater accuracy, while also adapting to the evolving tactics employed by fraudsters. Anura ensures that legitimate users are not blocked and provides a global perspective on ad fraud. This makes it a superior choice for businesses looking to protect their advertising investments and maintain a positive user experience.

It's essential to rely on solutions that can keep up with the complexities of ad fraud. By moving away from IP blocking and embracing advanced fraud detection systems like Anura, advertisers can ensure their resources are spent on reaching their target audience, rather than being lost to fraudulent activities.

Try Anura now and save your marketing budget from ad fraud.

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