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Digital ad biz is fraudulent by design, complain big brands

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Samuel Norton
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Global trade body the World Federation of Advertisers WFA has produced a useful guide to the digital ad industry's toxic sludge.

But it also urges publishers to be less desperate in chasing clicks and pennies.

But until the ad biz can clean up its act, they should be careful spending anything at all:

"Until the industry can prove that it has the capability to effectively deal with ad fraud, advertisers should use caution in relation to increasing their digital media investment, to limit their exposure to fraud," warns the report.

Spam sites are a particular problem for programmatic advertising trades.

Although some publishers might directly engage in purchasing traffic via botnets, nonhuman traffic on premium publishers is mostly because of low-quality sourced traffic, web crawlers and scrapers," says Ehsan Mokhtari, Sentrant CTO and a WFA board member.

The graphic illustrates where a pound of digital advertising spending actually goes.

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Samuel Norton
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