Invalid traffic a continuing concern for advertisers globally

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 05, 2020, 2:22 AM UTC

Using IVT avoidance technology can protect brands from ad fraud.

This piece talks about the challenge that invalid traffic (IVT) presents for the digital advertising industry. It has costed brands all over the world billions of euros due to inflated impressions and inaccurate reporting.

However, not all IVT is fraudulent as search engines and legitimate entities use bots or “spiders” to crawl and index web pages, which seem as non-human impressions, and get considered as IVT. But to distinguish between the “good” and “bad” bots, Media Rating Council’s (MRC) Invalid Traffic Detection and Filtration framework exists.

Companies need to be hyper-vigilant in fighting fraudulent enterprises. Brands must define and measure metrics that matter to them and tie them to outcomes and collaborate with publishers to better understand the causes of IVT.

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