Optimised ads cut fraud rates significantly

An overview of desktop display fraud rates by key market.

The Association of National Advertisers (ANA) estimates that around $6.5bn was lost to ad fraud worldwide last year. Some 22% of video and 9% of display adspend was forfeited, says the ANA. Total losses could have been cut to $700m if the entire industry had adhered to safety guidelines.

The ANA also state that less than 2% of fraud for desktop ads is both “reasonable and achievable”. The latest data from Integral Ad Science reinforce this: ads optimised against fraud – using measures such as targeting, filtering, or blocking at the advertiser or publisher level – registered below the 2%...

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