Game done, cheat done. Online advertising has become the great advertising market, in which it is growing most notably and in which it is doing with the income that, until now, was in the hands of traditional media. Television, for example, has lost momentum in recent years and has seen advertisers think much more to allocate a part of their budgets to their advertising. Meanwhile, the network did not stop growing.But the growth of online advertising is not without its problems. The boom in programmatic advertising has in turn created new derived problems. Since everything is left to the algorithms and there is no granular control of what is happening, advertisers are faced with a situation where they cannot control as much as they would like where their ads appear.
They do not always end up with Armenia Cell Phone Numbers List quality media or those that would most interest them (the algorithm focuses on the target market to be reached) and they even sometimes have to face problematic situations (when ads appear in content that is not the most suitable for your brand image). And what’s more, sometimes ads simply become a way for cyber criminals to cash in. Ad fraud is the order of the day, with numbers that could be having a brutal impact on the industry.Some estimates already suggest that by converting the data, one dollar in ten spent on programmatic online advertising ends up in the hands of cyber criminals. One estimate indicated that 10% of global investment was lost due to online advertising fraud, representing a loss each year of about $ 22.4 billion.
Other estimates raised the figure to 42,000 million dollars and warned that the amount was going to double between 2019 and 2023.A higher figure than estimated?And now, a specialist has pointed out to the Financial Times that the amounts can be much higher than what the industry usually indicates. By his calculations, tens of billions of dollars are being lost to ad fraud each year.The calculations of Augustine Fou, an independent researcher, suggest that compared to the 6,000 million dollars that the industry estimates it loses due to “fake clicks” on its ads. the amount is much higher. “There is still a potential fraud in the tens of billions of dollars that is not being counted,” he says.
This happens, he explains, because the studies only focus on counting the impact that the best known techniques manage to have, such as generating false traffic via automated bots that visit the websites of fraudulent schemes, but the range of fraud is much wider and varied. For example, as the FT analysis shows, cyber criminals have smartphone farms that click on ads but are also profiting from referral or download traffic campaigns.Companies pay for it because they are formats that they value and that lead them to an audience more connected to the brand, but in reality they are only paying, in these cases, to cyber criminals who are responsible for creating an illusion.