For over a decade now, marketers have been increasing their online ad budgets to keep pace with all the eyeballs fixated on digital media. Although they’ve been promised ads would be seen by their target audiences, which of course only included legitimate humans, marketers are contending with a deep bag of tricks that includes automated web bots, server-based “drone pools” and the pixel-size video sites that has them paying for dubious internet traffic.
Video ads have become particularly vulnerable to fraud due to their increasing popularity as well as the high CPMs they demand in comparison to traditional display. The ads are lucrative. Industry executives estimate that video ads on a niche website can command as much as $30.00 eCPM, compared with just $0.20 eCPM for static display ads. This helps to explain why fraudsters go to such lengths to insert themselves in the arena and take a piece of the pie.
With over 4 billion ad decisions made in our marketplace daily at SpotX, we’ve seen a number of fraudsters attempt to push their way into our marketplace using a variety of different tactics.
Combating fraudulent activity has always been a central focus for SpotX. We’ve built a comprehensive brand safety suite that leverages proprietary anti-fraud technology in addition to leading 3rd party vendors like DoubleVerify to maximize the quality of video advertising inventory in our marketplace.
Over the coming weeks, we’ll be diving into the dirty details of five different types of dupery and what we’re doing about them in our initial series on fraud.
Read more from our Fraud Series:
- Fraud Series Part 1: The Irresistible Allure of Ad Dollars
- Fraud Series Part 2: Hidden Ads
- Fraud Series Part 3: Botnets & Hijacked Devices
- Fraud Series Part 4: Proxy Traffic
- Fraud Series Part 5: Domain Bait & Switch
- Fraud Series Part 6: Q&A with DoubleVerify, the Leading Industry Performance Innovator
- Fraud Series Part 7: Q&A with DoubleVerify, Top Trends & Recommendations
Leah White, Senior Manager, Product Marketing