{"id":1397,"date":"2015-06-15T11:12:35","date_gmt":"2015-06-15T15:12:35","guid":{"rendered":"http:\/\/www.acaweb.ca\/en\/?p=1397"},"modified":"2017-11-03T14:06:44","modified_gmt":"2017-11-03T18:06:44","slug":"3-steps-to-tackle-fraud-in-digital-advertising","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2015\/3-steps-to-tackle-fraud-in-digital-advertising\/","title":{"rendered":"3 Steps to Tackle Fraud in Digital Advertising"},"content":{"rendered":"

\"<\/p>\n

We\u2019ve all seen the headlines and statistics:<\/p>\n

Advertisers will lose $6-10 billion to bots in 2015.<\/em><\/p>\n

More than half of ad impressions are not seen.<\/em><\/p>\n

A quarter of all video impressions are fraudulent.<\/em><\/p>\n

Brands are not safe from bots and invalid traffic.<\/em><\/p>\n

As an experienced digital auditor, the Alliance for Audited Media goes behind the scenes to examine the sources and systems of the underlying issues plaguing the digital advertising ecosystem. In a new white paper series<\/a>, we delve into the issues of viewability, fraudulent and invalid traffic, as well as brand safety and transparency. This is all from a side you might not have read yet \u2014 the auditor\u2019s perspective. Here are three steps all industry players \u2014 media buyers, vendors and publishers \u2014 can immediately take to make the digital ecosystem a safer place.<\/p>\n

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  1. Prepare for viewable ad standards<\/strong>
    \nOn the surface, viewability is a logical goal that seems easily attainable. Publishers should serve ads that can be seen by a human. Reality is far more complicated, of course. Different publishers work with different vendors, and different vendors \u2014 even those that are accredited \u2014 can use different measurement methodologies. Add in issues with browsers, screen sizes, ad delivery mechanisms and things gets complicated quickly. The industry is working toward solutions, but in the meantime, here\u2019s what you can do now to prepare:<\/p>\n