MediaPost’s recent article, "To Beat Ad Fraud, Everyone Must Play Their Part" exhorts all players in the digital advertising eco-system to “play their part” in beating ad fraud. While useful as a rallying call for standard methodologies, transparency and accountability, the article fails to address how agencies can contribute aside from building reputable creative, managing cost expectations, and post-campaign analysis. This a reactive posture and suggests media buyers are helpless to participate from a preventive perspective.
Rather than relying solely on partners and vendors, agencies should utilize fraud monitoring and mitigation solutions to ensure the integrity of their buys BEFORE making them.
Goodway Group, a Pixalate partner, is at the forefront of tackling ad fraud from the media buying side. Using our Media Ratings Terminal, they review and assess the quality of their supply ecosystem in a pre-bid environment, determining security before transacting a buy. And, they have seen remarkable results: a reduction of fraudulent traffic to less than 1% in their media buys. This kind of aggressive commitment to combating fraud promises their clients’ ad dollars are not wasted.
Goodway additionally hosted a webinar to discuss this initiative, and how it achieved its impressive results. A replay can be found on Goodway’s blog. We encourage all actors on the digital marketing stage to watch this webinar.
We congratulate Goodway Group in successfully mitigating ad fraud, and call on all media planners and buyers to join the fight with the same diligence and vigilance. Only if we all pro-actively work together, can this challenge be overcome.
Disclaimer: The content of this page reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. 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.”