A. Guttmann
Research Lead covering media
Ad fraud - statistics & facts
Advertising fraud might sound like a technical term to name an issue that bears no relevance to the lives of ordinary people, but anybody who is a consumer of media content has their stakes in it. To put it simply, ad fraud is a scheme that stops ads from being delivered to the audiences or the places brands intended them for. Apart from advertisers, who are the most obvious victims of ad fraud as their ads do not generate the awareness, traffic, leads, or sales they were meant to generate, it is also digital media that suffer the consequences. Very few online publishers can call themselves lucky enough to base their businesses on subscriptions, so ad-based solutions are the most common practice. However, ad fraudsters suppress the value of the ads and drive online media revenues down. That is the reason why even the most respectable online publishers seem to give up more and more of their web space to ads.
