When it comes to targeting ad fraud, brands must study each medium separately

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 02, 2021, 1:55 PM UTC

In order to target instances of fraud, brands must focus on gaining a channel-by-channel understanding of fraud, along with various manifestations.

Ad fraud on the web typically involves buying and selling bot traffic. Brands need to audit supply paths and inventory provenance across SSPS. For this, solutions like ads.txt or Supply Chain Object can prove helpful.

As far as mobile is concerned, frauds take place in various forms including device farms and click stuffing. Businesses can rely on mobile-specific tools like Pixalate and internal tools that validate devices based on locations and IP, use or metrics like click per user to verify activity.

Finally, CTV fraud involves impersonating traffic by buying bots and audiences. To target CTV fraud, the industry players are exchanging data to better understand fraud. Similarly, sourcing CTV inventory directly has proven to be effective in preventing fraud.

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