ExchangeWire Research: Current Marketplace Attitudes Towards Fraud in Programmatic Advertising
Programmatic advertising has transformed the digital advertising landscape. The use of Big Data analysis has opened up the ability to make real-time alterations to campaigns and around half of all online advertising
impressions are now purchased by algorithms, not humans.
While the paradigm shift to automated buying has brought ground breaking efficiencies and return on investment (ROI), increased fraud levels have emerged. Advertisers are aware that up to 50 percent of their ad spend is being lost to fraud. This high percentage of lost ad spend is driven by algorithmic traffic bots, mimicking human interaction. Equinix is adding anti-fraud managed services to our strategic ad exchanges around the world to create neutral data centers with secure ecosystems for the benefit of our ecosystem partners.
In this extensive report, you will discover how important marketers view the issue of removing fraud from the data ecosystem, including the pressing need to reduce overall latency in order to combat the new breed of sophisticated cyber criminals.