Up to 30% of all banner displays in Ukraine – fake. About it in the review “the Contracts,” said the head of software applications Admixer-Ukraine Yaroslav Kholod.
The expert said that among the developed countries, cheating with digital is most common in the UK and the USA – there is a fake banner displays accounted for 22% and 15%, respectively. On average, fraud traffic in developed countries accounts for 12% of banner displays and, accordingly, the cost of them, noted in a September study by the international company, Fraudlogix. In Ukraine this figure is the average European trend: from 10% to 30% of ad traffic is classified as fraud.
Unsatisfactory results digitalnih advertising campaigns and low quality banner displays have long said – relevant data, for example, leads the company Imperva Incapsula.
The apparent explosion of discontent occurred in 2015, when tens of billions, according to estimates from different organizations, was spent on the fraud traffic, the reason was to spoof traffic, when the request refers to a single site, and the show on a completely different resource. In 2016 there was another burst of attention. An example of exposing the fraud of the grid on a world scale is the situation Methbot – bot farm, which exposed the White Ops. It is damaging to the market in the amount of $ 5 million. every day.
The main damage from fake traffic always falls on the advertiser. The following illustrative example given by the project Manager Lentainform Sergei Latchem. In one of the quarters of 2016 P&G spent on digital advertising 120 million. but it was later revealed that $ 40 million. this money was paid for fake traffic.
In some cases, suffer and platforms (particularly online media). “If the area was seen in the fact that it is trying to emulate (malicious copy – ed), her confidence falls down naturally,” explains a representative of the Admixer. And often suffer major publishers, because there with little effort, you can easily remove a large amount of funds.
But most importantly, suffers from fraud digital market in General. “If an advertiser has actually suffered damage, it reduces the amount of spending on a particular channel – and increasingly, the entire ecosystem suffers, he explains Latas. – Each incident of fraud is a blow to the image of the market of Internet advertising in General.”
In Ukraine, the most systematic analysis of the problems involved in the Interactive Advertising Bureau of Ukraine (Interactive Advertising Bureau – IAB).
“In August, the Bureau presented a document on the types of fraudulent traffic, and in September a recommendation to combat this blatant evil of advertising. The IAB is deeply analyzes the fraud with the technological positions of detection and offers a set of methods of combating fraud. But all of this information for the experts having extensive experience in programmatic, write IT-journalists Yegor Boltrik and Peter Fialko. – The average advertiser, it makes sense to turn to the big players – advertising agencies, possessing not only the knowledge but also the tools (metrics, trackers and expertise). In the Interactive Advertising Bureau insist that the sites are not only important to implement tools ads.txt but to listen to the recommendations of the IAB”.