--- title: "Marketing Land: Tips to avoid programmatic ad fraud" description: Soo Jin Oh, Gamut’s VP of Client Strategy & Solutions, shared tips on how to avoid programmatic ad fraud in a guest post on Marketing Land. image: https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/building-blocks-growth.png --- [![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/building-blocks-growth.png) [Thought Leadership](https://www.pixalate.com/blog/topic/thought-leadership) | 2 min read # Marketing Land: Tips to avoid programmatic ad fraud Written by [Tyler Loechner](https://www.pixalate.com/blog/author/tyler-loechner) Sep 7, 2017 5:56:34 PM *Soo Jin Oh, Gamut’s Vice President of Client Strategy & Solutions, wrote a guest post on Marketing Land titled, "[Avoid programmatic fraud with these strategic tips](http://marketingland.com/avoid-programmatic-fraud-strategic-tips-223300)." The article featured data from Pixalate, and we're sharing some of the highlights here.* *![building-blocks-growth.png](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/building-blocks-growth.png?width=640&name=building-blocks-growth.png)* "Marketers face a dilemma when it comes to programmatic technology: embrace the benefits of scale, efficiency and targeting, and expose yourself to the fraud lurking in the background," wrote Soo Jin Oh, Gamut's VP of Client Strategy & Solutions, on Marketing Land.  "Luckily, fraud can be consciously avoided and isn’t something you simply have to surrender to in a programmatic campaign. It all relies on campaign execution. After all, the campaigns that experience a large percentage of fraud are typically suffering from poor execution strategy. "Although it may seem as though your anti-fraud choices are limited, marketers, in fact, have many. Savvy marketers use the tools at their disposal to limit their programmatic campaigns’ exposure to fraud. Specifically, they make the following smart strategy decisions that fuel both design and execution in anti-fraud initiatives." ### The four simple steps everyone can take to avoid ad fraud: 1. ## "Rely on meaningful success metrics." - The article notes that click-through rate (CTR) is an easy metric to fake, and data from Pixalate shows that [click fraud](https://blog.pixalate.com/programmatic-click-fraud-benchmarks-report-mobile-video-desktop-ott-2017) is a rampant, growing problem in programmatic. 2. ## "Penalize the perpetrators" - "Fraud has many catalysts, one of them being the crowded programmatic marketplace," the article reads. "As a marketer, managing your relationship with other players is critical." Pixalate's [Seller Trust Indexes](https://www.pixalate.com/sellertrustindex/global/#!global) can help you understand who the most trustworthy partners are. 3. ## "Promote the tools" - "Good tools exist — it’s simply a matter of sifting through the marketplace and finding them," Soo Jin Oh wrote. "I suggest using third-party verification companies that are certified by the [Media Rating Council](http://www.mediaratingcouncil.org/Accredited%20Services.htm)." 4. ## "Maintain a universal blacklist" - "[F]raudsters are always changing their tactics, but they do leave fingerprints," the article says. "You can use these fingerprints to build a strong blacklist that should be refreshed and updated regularly." Read the entire article in [Marketing Land](http://marketingland.com/avoid-programmatic-fraud-strategic-tips-223300). *Sign up for our blog to stay updated with new stats, trends, and analysis on digital ad fraud.* ### Search Blog Search ### Follow Pixalate ### Subscribe to our blog *By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use ](https://www.pixalate.com/terms)and [Privacy Policy.](https://www.pixalate.com/privacypolicy) Previous Story [← Pixalate discovers sophisticated sites that hijack sessions without malware](https://www.pixalate.com/blog/momtaxi-session-hijacking-auto-refresh-ad-fraud-site) [** ](https://www.pixalate.com/blog) Next Story [Pixalate Week in Review: September 4 - 8, 2017 →](https://www.pixalate.com/blog/programmatic-ad-fraud-news-week-in-review-september-8-2017) ## You May Also Like These Stories on Thought Leadership [![](https://www.pixalate.com/hubfs/Q%26A%20with%20Krush%20Media%20-%20cover.png) ](https://www.pixalate.com/blog/krush-media-qa) [Case Studies](https://www.pixalate.com/blog/topic/case-studies) ### [Q&A with Steven Slaughter, Head of Ad Ops & Yield at Krush Media, on managing a clean CTV and Mobile Ad Supply Chain](https://www.pixalate.com/blog/krush-media-qa) Jun 27, 2023 12:00:00 PM | 4 min read [![](https://www.pixalate.com/hubfs/Q%26A%20with%20Screencore%20-%20cover.png) ](https://www.pixalate.com/blog/screencore-qa) [Case Studies](https://www.pixalate.com/blog/topic/case-studies) ### [Q&A with Jess Okan, Co-founder and CEO of Screencore, on strategies for minimizing ad fraud in the connected TV ecosystem](https://www.pixalate.com/blog/screencore-qa) May 30, 2023 7:00:00 AM | 6 min read [![](https://www.pixalate.com/hubfs/Oleksandra%20Kazantseva.png) ](https://www.pixalate.com/blog/bizzclick-qa) [Case Studies](https://www.pixalate.com/blog/topic/case-studies) ### [Q&A with Oleksandra Kazantseva, Head of Programmatic at BizzClick, on transparency, trust, and security](https://www.pixalate.com/blog/bizzclick-qa) Apr 17, 2023 2:00:00 PM | 4 min read ** ### Subscribe to our blog *By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use ](https://www.pixalate.com/terms)and [Privacy Policy.](https://www.pixalate.com/privacypolicy) ![pixalate-logo-red-small](https://www.pixalate.com/hs-fs/hubfs/2018NewTemplate/pixalate-logo-red-small.png?width=208&name=pixalate-logo-red-small.png "pixalate-logo-red-small") ** By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms) and [Privacy Policy](https://www.pixalate.com/privacypolicy) Products [Analytics](https://www.pixalate.com/products/analytics) [Blocking](https://www.pixalate.com/products/blocking) [Media Rating Terminal](https://www.pixalate.com/products/mrt) [Publisher Trust Indexes](https://www.pixalate.com/rankings/?group=app&reportId=publisherTrustIndex) [Seller Trust Indexes](https://www.pixalate.com/rankings/?group=app&reportId=publisherTrustIndex) [IoT Device Rankings](https://www.pixalate.com/rankings/?group=app&reportId=iotDeviceReach) Resources [Blog](https://blog.pixalate.com/) [Press](https://www.pixalate.com/press) [Careers](https://www.pixalate.com/jobs) [Team](https://info.pixalate.com/pixalate-leadership-team) Contact Email [** sales@pixalate.com ](mailto:sales@pixalate.com) [** privacy@pixalate.com ](mailto:privacy@pixalate.com) US: [** +1 888 749 2528 ](tel:+1%20888%20749%202528) EU: [** +44 (0)800 011 2050 ](tel:+44%20(0)800%20011%202050) Slack: [Join ATSAPI Slack Channel ](https://atsapi-pixalate.slack.com/join/shared_invite/zt-10dtow5cj-OEtlNr5yzJkrZMQUqcEEow#/shared-invite/email) Offices Global Offices US 1775 Greensboro Station Place, Suite 425, McLean, VA 22102 UK 20 North Audley Street London, W1K 6WE, United Kingdom EU 10 Earlsfort Terrace Dublin 2, D02 T380, Ireland Singapore 10 Anson Road, #22-02 International Plaza, Singapore 079903 [![facebook](https://www.pixalate.com/hubfs/footer/icons/facebook.png) ](https://www.facebook.com/pixalate) [![x](https://www.pixalate.com/hubfs/footer/icons/twitter-x.png) ](https://twitter.com/pixalateinc) [![linkedin](https://www.pixalate.com/hubfs/footer/icons/linkedin.png) ](https://www.linkedin.com/company/pixalate) ![wechat](https://www.pixalate.com/hubfs/footer/icons/wechat.png) [![slack](https://www.pixalate.com/hubfs/footer/icons/slack.png) ](https://atsapi-pixalate.slack.com/join/shared_invite/zt-10dtow5cj-OEtlNr5yzJkrZMQUqcEEow#/shared-invite/email) [Terms of Use](https://www.pixalate.com/terms) [Privacy Policy](https://www.pixalate.com/privacypolicy) [GDPR Compliance](https://www.pixalate.com/gdpr) Disclaimer Copyright © 2025 Pixalate [Back to top **](https://www.pixalate.com/blog/tips-to-avoid-ad-fraud-in-programmatic-click-fraud-marketing-land#) # Disclaimer 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.” ** ** *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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