The IAB has put out a paper on ad fraud, defining the ways in which “nefarious entities” skim away brand dollars by generating false ad views, clicks and site visits using programs created explicitly to defraud.
The Brand Safety Council, formed to quantify and address the problem after a spate of articles highlighting the issue late last year, is now trying to better define ad fraud versus brand safety to put a dollar figure on the issue in Australia.
In the US, it has been suggested that up to a third of traffic could be bot-generated, although the IAB and member companies have suggested locally the percentage is single digit. The Council should have a best guess in the coming months.
In the meantime, the IAB has published a paper outlining how fraudsters operate, how bots generate false traffic and what buyers, publishers and networks should do to protect against it.
Download the white paper here.
The Brand Safety Council is made up from representatives of the following companies:
Xaxis, Match Media,Exponential, Adconian, SpotXchange, OMD, PubMatic, Sizmek, Starcom, Bohemia, Fairfax, ANZ, Volt Media, Adconian, Adap.TV, TVN, Google, Kinected, TubeMogul, Google, Integral Ads.
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