ANA, the Association of National Advertisers, decided to take a decisive step in the fight against bot fraud in digital advertising. This step is not going to punish everybody. It is only a month-long study that aims at understanding the extent of this kind of fraud. This study, organized in cooperation with the security digital company White Ops, will track and monitor the campaigns of 30 major advertisers. Their names had not been made public, but it seems we talk about important brands everybody knows and perhaps uses.
Since digital advertising has already reached about a quarter of all advertising expenditure, it makes sense to try to regulate it a bit more and to prevent and limit fraud as much as possible. There are reports that estimate bots account for as much as half of the expenditure. There's no confirmation for such statements and reports, but the phenomenon is worrisome in itself and it should be kept under strict control.
In today's market, where buying and selling ads has become mostly an automated process, it is important to provide a safe and secure environment for the advertisers, so that they see the advantage of putting bigger budgets into digital advertising compared to traditional media.
This may look like a rather small step in this fight against bot fraud, but it opens the gates for more actions to be taken, once the extent of the damage will have been evaluated. Advertisers will also become more sensitive to such fraud attempts, thus investing more resources in protecting themselves and their campaigns from losing money this way.
It is the hope of the Association of National Advertisers (ANA)that after this study is completed, people will get serious about tracking their ads, and there will be less bad behavior, but things move fast in the ad world and some think this may just be a blip on the radar.
The extent of the fraud in this industry is one of the reasons for ongoing debate, but no conclusion can be drawn for the time being. Hopefully, the study is going to shed some light into this area, for the benefit of all those who are involved in digital advertising.
Since digital advertising has already reached about a quarter of all advertising expenditure, it makes sense to try to regulate it a bit more and to prevent and limit fraud as much as possible. There are reports that estimate bots account for as much as half of the expenditure. There's no confirmation for such statements and reports, but the phenomenon is worrisome in itself and it should be kept under strict control.
In today's market, where buying and selling ads has become mostly an automated process, it is important to provide a safe and secure environment for the advertisers, so that they see the advantage of putting bigger budgets into digital advertising compared to traditional media.
This may look like a rather small step in this fight against bot fraud, but it opens the gates for more actions to be taken, once the extent of the damage will have been evaluated. Advertisers will also become more sensitive to such fraud attempts, thus investing more resources in protecting themselves and their campaigns from losing money this way.
It is the hope of the Association of National Advertisers (ANA)that after this study is completed, people will get serious about tracking their ads, and there will be less bad behavior, but things move fast in the ad world and some think this may just be a blip on the radar.
The extent of the fraud in this industry is one of the reasons for ongoing debate, but no conclusion can be drawn for the time being. Hopefully, the study is going to shed some light into this area, for the benefit of all those who are involved in digital advertising.
About the Author:
LiftLocal Bonus is a social media site aimed at uncovering the advantages & disadvantages by providing an insightful LiftLocal.
No comments:
Post a Comment