May 4, 2016

Dominic Proctor on Prevention Measures Against Ad Fraud

Ad fraud is real. No question about that. It’s theft, and it’s happening at a global scale comparable to organized crime.

The confusion ad fraud inspires isn’t as scary when you know how to tackle it. Let’s start by dividing the concept into two major categories: impression fraud and non-impression fraud. Impression fraud describes ghost sites and malicious non-human traffic, such as bots designed to drive fake ad impressions. Non-impression fraud consists of ad stacking (placing multiple ads on top of each other in a single ad slot, making only the topmost viewable), pixel stuffing (ads the size of a single pixel frame), low quality inventory and insertion-order infringements (disregarding blacklists, geographic limitations or serving auto-play video ads when user-initiation was specified).

FraudIn an open society like ours, it’s unrealistic to expect government or law enforcement to stop ad fraud, much of which originates from a few rogue countries. The solution therefore lies in the free market, with self-regulation and the sharing and widespread industry adoption of best practices.



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