"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 in a recent article overviewing the state of video ad fraud.
According to eMarketer, digital video ad spend will reach $15.42 billion this year, rising to $22.18 billion by 2021. But despite this rosy outlook, invalid traffic remains a concern, and the fraudsters are set to profit if marketers don't get smarter about the risks of ad fraud in video.
Video is a cross-device, cross-screen form of entertainment, and the fraudsters are active in all mediums.
Invalid Traffic (IVT) rates for video ads vary across devices
Video IVT rates highest for Connected TV/OTT: Over 20%
Over one-in-five (20.4%) of programmatically-sold Connected TV/OTT video ads in October 2017 were measured as invalid, according to Pixalate research.
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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.”