Bot Baseline 2016-2017: Fraud in digital advertising

This report details the findings of a study by the ANA and White Ops into bot fraud in the digital advertising ecosystem and gives recommendations on best practices for detection and prevention.
  • The report surveyed 49 companies and found that overall economic losses due to digital ad fraud have been reduced, with losses for 2017 estimated to be $6.5 billion globally, down 10 percent from the $7.2 billion reported in the 2016 study.
  • It found that levels of fraud are not constant throughout the year: Fraud is invited whenever and wherever digital advertising demand outstrips supply.
  • Programmatic is no longer considered universally risky, with comparable rates of fraud observed between programmatic buys and direct buys, and mobile fraud is much lower than feared: Participants saw less than 2 percent fraud...

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