--- title: "Digiday: The state of video ad fraud" description: Digiday updates the advertising industry on the state of video ad fraud in programmatic, highlighting that fraudsters go after premium inventory. image: https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/video-click-blog.jpg --- [![pixalate-full-logo](https://www.pixalate.com/hs-fs/hubfs/Pixalate_Logos/pixalate-full-logo.jpg?width=150&height=60&name=pixalate-full-logo.jpg "pixalate-full-logo")](https://www.pixalate.com) Search **Menu** ** ** ![](https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/video-click-blog.jpg) [Thought Leadership](https://www.pixalate.com/blog/topic/thought-leadership) | 1 min read # Digiday: The state of video ad fraud Written by [Tyler Loechner](https://www.pixalate.com/blog/author/tyler-loechner) Nov 2, 2017 3:00:00 PM *November 2, 2017 — By: Ross Benes, [Digiday](https://digiday.com/marketing/state-video-ad-fraud/)* "Fraudsters are pivoting to video, which is bad news for publishers looking to siphon cash from the growing pot of video ad spend," wrote Digiday. The article updates the ad industry on the state of programmatic video ad fraud. ### Massive growth expected for video ad spend ![state of video ad fraud](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/video-click-blog.jpg?width=640&name=video-click-blog.jpg "state of video ad fraud") "Ad spend on video in the U.S. nearly doubled in just a few years from $7.7 billion in 2015 to $13.2 billion in 2017, according to eMarketer," wrote Digiday. "By 2020, video ad spend is expected to exceed $18 billion." The article added: "Among different types of video inventory, fraudsters go after the most premium stuff. Bots drive just 4 percent of mobile web video traffic. But for over-the-top video — where CPMs are much greater than the mobile web — 20 percent of traffic is from bots, according to Pixalate." ### Fraud is impacting how some marketers approach programmatic video "One ad buyer, requesting anonymity, said he only buys video through private marketplaces where he can work directly with publishers," reported Digiday. "Limiting buys to PMPs significantly reduces the amount of available inventory, but the fraud concerns on the open exchange aren’t worth the trade-off for more scale, the buyer said." 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Any proprietary data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that - opinion, not facts or guarantees. Per the MRC, “'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC, “‘Invalid Traffic’ is defined generally as traffic that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts. Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.” ** ** *By clicking Download and entering your email address, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms) and have read and acknowledge our [Privacy Policy](https://www.pixalate.com/hubfs/2024-08-20_Pixalate_Privacy_Policy.pdf). *Copyright © 2025 Pixalate** * * * * * * * * * * * * * * * * * * * * * * * * * * * * × ## Subscribe to the Pixalate Blog The first step in ad fraud prevention. Loading... 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