There's plenty of blame to go around for how digital ad fraud became a monster. Here, some ways to beat it back.
Long a dirty little secret of the digital media business, the topic of ad fraud has been thrust front and center in discussions among agency executives, advertisers and publishers over the last three years. Bot traffic, or nonhuman digital traffic, is at its highest ever, and recent projections from the Association of National Advertisers have more than $7 billion in advertising investment wasted. A variety of organizations and companies are putting serious efforts into stanching the losses, and the ANA will make the topic a centerpiece of its annual Masters of Media Conference next month in Hollywood, Fla. Serving on a panel discussion on March 3 will be Amy Bartle, director of media and digital marketing, La Quinta Inns & Suites; Ron Amram, vp of media, Heineken USA; and Michael Tiffany, co-founder and CEO of cyber security firm White Ops, who will present findings of a study on ad fraud. The following is an edited Q&A with the panelists, along with insights from Bill Duggan, group evp of the ANA.
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