{"id":2802,"date":"2017-10-24T16:50:36","date_gmt":"2017-10-24T20:50:36","guid":{"rendered":"http:\/\/www.acaweb.ca\/en\/?p=2802"},"modified":"2021-07-28T18:11:17","modified_gmt":"2021-07-28T22:11:17","slug":"marketers-lose-money-publishers-buy-traffic-heres","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2017\/marketers-lose-money-publishers-buy-traffic-heres\/","title":{"rendered":"Marketers Lose Money When Publishers Buy Traffic. Here\u2019s How."},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-2803\" src=\"http:\/\/www.acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2017\/10\/trafficcropped.jpg\" alt=\"traffic on highway\" width=\"600\" height=\"338\" srcset=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2017\/10\/trafficcropped.jpg 600w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2017\/10\/trafficcropped-300x169.jpg 300w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2017\/10\/trafficcropped-311x175.jpg 311w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><br \/>\nDigital advertising fraud is a problem for everyone in the industry. With fraud estimates ranging from U.S. $6 billion to U.S. $16 billion annually, marketers, publishers, and technology suppliers are frustrated. Trust is at an all-time low.<\/p>\n<p>But how do you fix a supply chain structure that makes it easy and attractive to commit ad fraud with little chance of retribution? As an independent auditor, the Alliance for Audited Media sees the underbelly of the media supply chain where little transparency exists. AAM often gets asked, why does ad fraud continue to persist? That\u2019s an easy answer: illegitimate traffic sourcing.<!--more--><\/p>\n<h2>Legitimate marketing activity versus illegitimate traffic sourcing<\/h2>\n<p>What is traffic sourcing? It\u2019s any method by which digital media sellers acquire visitors through third parties, typically through two primary methods:<\/p>\n<ol>\n<li style=\"margin-bottom: 6px\"><strong>Legitimate marketing activity:<\/strong> This is when a publisher engages in audience acquisition methods that drive people to their site such as running sponsored posts on social media or sending an email newsletter. This is a legitimate marketing tactic to bring more humans to the site.<\/li>\n<li style=\"margin-bottom: 6px\"><strong>Illegitimate traffic sourcing:<\/strong> This type of activity occurs when a publisher pays a traffic supplier for a fixed number of visits to a site. Publishers might buy traffic at the end of the month or quarter to \u201cmake their numbers.\u201d Traffic sellers may promise the publisher that the traffic is human and will pass through ad fraud detection filters.<\/li>\n<\/ol>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-2805\" src=\"http:\/\/www.acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2017\/10\/ACA-Activities-Drive-Site-Traffic-768x308.png\" alt=\"Examples of Activities to Drive Site Traffic: 1. Legitimate Marketing Activities - Posting articles on social media \/ Buying sponsored social media posts \/ Sending an email newsletter \/ Running a contest 2. Illegitimate Traffic Sourcing - Paying a traffic supplier for a fixed number of visits to a website\" width=\"600\" height=\"240\" srcset=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2017\/10\/ACA-Activities-Drive-Site-Traffic-768x308.png 768w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2017\/10\/ACA-Activities-Drive-Site-Traffic-768x308-300x120.png 300w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2017\/10\/ACA-Activities-Drive-Site-Traffic-768x308-400x160.png 400w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p>The visits purchased from traffic suppliers is likely robotic. Millions of people don\u2019t wait until the last day of the month to visit certain websites in specific quantities. The publisher might not know the traffic is robotic because many bots are designed to fool fraud detection reports by appearing human. It can also trick advertisers\u2019 fraud detection reports; making both parties unaware that traffic numbers are being driven by illegitimate activity.<\/p>\n<p>The fraudsters selling this fake traffic know publishers and advertisers use ad fraud detection software so they program the bots to pass the software. It\u2019s so common that a quick search engine query for \u201cbuy website traffic\u201d shows numerous suppliers selling traffic designed to best major fraud detection vendors.<\/p>\n<p>It\u2019s a practice the whole advertising community relies on and, according to a <a href=\"http:\/\/www.ana.net\/content\/show\/id\/botfraud-2017\" target=\"_blank\" rel=\"noopener\">2017 ad fraud study by the ANA\/WhiteOps<\/a>, it\u2019s the main form of ad fraud. Why aren\u2019t more marketers aware and monitoring this situation? Unfortunately, many marketers do not know just how often publishers use illegitimate traffic sourcing to fulfill demand.<\/p>\n<h2>How money leaves the ecosystem at marketers\u2019 expense<\/h2>\n<p>Illegitimately sourced bot traffic passes through fraud detection software and into measurement software as legitimate traffic, producing misleading metrics. Marketers pay the publisher for ads exposed to this fraudulent traffic. The marketer also pays the agency. If you\u2019re keeping count, the fraudster who created the bot got paid, the publisher got paid and the agency got paid. Everyone in the system is making money at the expense of the marketer. Marketers are beginning to understand how they are losing and want to fix the system.<\/p>\n<p>Every industry professional \u2014 buyer or seller \u2014 has a responsibility to contribute to the fix. Learn about the steps buyers and sellers can take to fight ad fraud by downloading our white paper, \u201c<a href=\"http:\/\/info.auditedmedia.com\/3truths\" target=\"_blank\" rel=\"noopener\">3 Truths That Help Confront the Digital Ad Fraud Crisi<\/a>s.\u201d<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-thumbnail wp-image-2592\" src=\"http:\/\/www.acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2017\/10\/brehl-headshot-cropped-150x150.jpg\" alt=\"Joan Brehl\" width=\"150\" height=\"150\" srcset=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2017\/10\/brehl-headshot-cropped-150x150.jpg 150w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2017\/10\/brehl-headshot-cropped.jpg 235w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/><br \/>\n<em>Joan Brehl is vice president and general manager for AAM\u2019s Canadian services. As such, she develops new strategic business opportunities in print, digital, mobile and other media channels to promote AAM Canada and its clients. You can reach her at <a href=\"mailto:joan.brehl@auditedmedia.com\" target=\"_blank\" rel=\"noopener\">joan.brehl@auditedmedia.com<\/a>. <\/em><\/p>\n<h3>Hear from Joan Nov. 7 at ACA\u2019s Executive Forum \u2013 <a href=\"http:\/\/www.acaweb.ca\/en\/aca-events\/2017-executive-forum-agm\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-size: 11pt\">Digital Redemption: Regaining Faith In Digital Media<\/span><\/a>.<\/h3>\n","protected":false},"excerpt":{"rendered":"<p>\nAAM\u2019s Joan Brehl has seen the underbelly of the media supply chain and knows why ad fraud continues to persist.<\/p>\n","protected":false},"author":16,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[127],"tags":[241,242,475],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marketers Lose Money When Publishers Buy Traffic. 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