ad fraud

We’ve barely scratched the surface of the ad fraud conversation that media titans hope will just go away.

Now there’s a rising demand for true, independent measurement of advertising’s true impact on business results.

Where Did All This Talk of Ad Fraud Begin?

The ad fraud conversation started with the announcement by former Mediacom CEO, John Mandel, at the 2015 ANA conference. He disclosed the widespread “kickbacks” enjoyed by many agencies.

Next, press revealed several studies on click fraud and ads not being viewable. After that, Facebook acknowledged its key video ad metrics were overestimated by 60-80% for the last two years!

Now with recent press that White Ops uncovered $1BN in digital video fraud, advertisers likely won’t ignore this topic any time soon.

There’s been great journalistic intent to expose various elements of the media industry’s opacity and ad fraud, particularly with Google and Facebook. But no single individual or publication wants to be the whistle-blower.

Why? Because advertisers spent almost $600 Billion worldwide in 2015—that’s a lot at stake.

But despite deep investments in advertising, it’s estimated that 40-60 cents of every advertising dollar is wasted!

In what other industry does hundreds of billions of dollars change hands, with such a lack of regulation and independent measurement?

Advertisers—The Cost of Doing Business Is Costing You Business

Facebook and Google now manage nearly 70% of online advertising transactions. As a result, there’s a loss of natural openness in a market.

However, there’s an entire industry beyond Google and Facebook that assures brands, “trust us, we will report on how well we do for you.” Then it delivers ambiguous or simply fraudulent results back to your organization.

Advertisers deserve better.

There’s an unbelievable practice that’s become the harrowing cost of doing business today.

As an advertiser, you’re forced to sacrifice hard-won consumer data directly to Google and Facebook to extend your market reach. While you receive limited insights into unique reach, Google and Facebook exploits your customer data to better target for other companies—often your competitors.

The media dollar goes in, but only the most advanced advertisers can determine where it comes out and what impact the dollar really had on the bottom line.

But what about you—the advertiser?  What are your choices?  Believe it or not, it’s reasonably easy to overcome.

Put Advertisers Back at the Center of Consumer Relationships

Did you know it’s now possible for advertisers to track all impressions and transactions within their brand’s own domain.

Brands can now tie all advertising spend back to a single user, even across multiple interactions. Brand’s can use their own identifier to understand who they are—and advertisers can track them out in the wild and on their website.

Let’s face it—a customer spends 99% of their time off your website. But what if you could understand your paid interactions with those people even when they are off your site—like when an ad gets served on a publisher site?

This is media precision—the future of ad tech.

Independent Media Measurement—The New Industry Standard

Reach is now commoditized. Precision is the next frontier as media and marketing integrate into a single customer journey. The only way to achieve this is through independent media measurement.

Independent media measurement addresses these critical questions:

  • What if you could anonymously recognize the same person in multiple locations to address wasted spend from overlap—no longer serving to the same consumer over and over again across multiple DSP’s?
  • Is it possible to recognize and course correct your DSP when it accidentally serves ads into your control group?

Wouldn’t life be simpler if advertisers had their own view of the customer, providing the data to support the accuracy and true ROI of that messaging?

There are now data and analytics companies that provide this level of media precision and insight without prejudice or conflict in their business model.

This is the future of adtech and the end of ad fraud as we know it.

How much of your media spend is wasted?

Calculate your losses in 30 seconds—and compare against your potential performance with independent media measurement!

  • Jeremiah Lewin- The Four Design
    Posted at 23:21h, 27 February Reply

    What are some of the other ad networks that you prefer to Google and Facebook? We have tried our luck with some but find the ROI to be less, but there are a couple gold nuggets every once in awhile. Thanks!

  • Tom Metz
    Posted at 03:42h, 22 March Reply

    Fantastic exposition of the current sad state of affairs. The alternative is out there. Advertisers should explore it.

  • Adriel Oka
    Posted at 18:04h, 31 March Reply

    Hey Jeremiah,

    It’s not about going to other ad networks to find ROI. Rather it’s about being able to find the right audience and serving them the appropriate message, in the right context, at the right time. Going to ad networks for performance is a thing of the past. The industry has shifted from buying inventory (in hopes of finding the right audiences), to buying specific audiences (through leveraging data) regardless of what inventory source they are on.

    Feel free to reach out to us if you want to discuss further or have additional questions.

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