It seems like every time a new study or report is released, the total estimated amount of ad fraud hitting the industry is growing up. While there has been some action taken to try to prevent it over the past year, many people agree that it is simply not enough. When advertisers are losing approximately 20% of every dollar right off the top, it is no surprise why major companies like P&G have been getting publicly upset about the state of the digital ad industry.
This being the case, the latest report from The & Partnership is not going to make too many people very happy. They said that in 2017, global ad fraud will cost the industry approximately $16.4 billion. The report is quite a large one as well. In the notes they said that the data was gathered from, “a robust 200 billion daily bid requests, 4 billion ad calls and 10 billion ad impressions a month, for a period of 12 months…”
They also found that out of all the ad areas, programmatic is hit the hardest when it comes to digital fraud. They took on 29% of all the fraudulent buys, at $7.8 billion. Nonprogrammatic advertising only had a 12% rate of fraud, which his still nothing to write home about, but certainly a huge improvement.