Mobile display ad fraud rises

Rob Clapp

An overview of fraudulent impression rates for optimised and non-optimised ads across devices and formats.

Ad fraud rates for mobile web display impressions are getting worse, according to the latest research from Integral Ad Science. In H1 2019, 11.9% of impressions on non-optimised mobile web display ads were found to be fraudulent – an increase from 9.8% the year before.

This is a higher rate than both desktop display and video. A slightly lower share of non-optimised desktop display impressions were found to be fraudulent (11.7%), an improvement from 14.7% in H1 2018. Desktop video performed best, at 7.8%.

Mobile web display fraud has worsened even when incorporating some form of fraud mitigation....

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