This would mean a 21% jump from the reported $35 billion lost to ad fraud in 2018.
A Juniper study forecasts that, globally, advertisers may suffer ad spend losses of $42 billion due to ad fraud across in-app, mobile and online channels in 2019. This indicates a 21% increase over 2018.
The study predicts that of the ad spends that could potentially be lost to ad fraud, advertisers will only be able to save $16 billion. Use of more sophisticated techniques and small advertisers failing to adopt anti-fraud solutions are noted as factors driving the growth in loss.
In the coming years, fraudsters are expected to target OTT TV service’s ad inventory. The study warns advertisers that not having enough standardisation across this inventory will open it up to fraudsters at a time when ad investments are growing.
[2 minute read]