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Listeners are flocking to digital audio streaming services with no indication of slowing down. As advertisers follow, the quality of audio streaming inventory is proving to be more important than ever. Audio has become so popular that 93% of media experts plan on using some form of audio advertising. The reason why is clear — digital audio ads spur interaction and purchases from listeners, with 63% of digital audio listeners interacting with audio ads and 20% purchasing a product or service from an ad in the past year.
But as the popularity of digital audio continues to rise, so does the potential for ad fraud. Research shows that 90% of media experts are overwhelmingly concerned about fraud in digital audio. Moreover, 79% of media experts say ad fraud will be an even greater concern as the volume of digital audio inventory grows. As ad spend continues to shift to digital audio, ad fraud has proven to appear in many different forms, and it’s critical for advertisers to have the tools to prevent it.
Understanding ad fraud and its effects
The truth is, ad fraud is a relatively easy venture for those who have the skills and expertise to commit it. To engage in fraudulent activities online, a fraudster only needs a few computers and technical knowledge, and the rise of AI has only simplified the process for bad actors. This low barrier to entry makes ad fraud appealing compared to other types of fraud that demand more investments or infrastructure. In the landscape of criminal activities, ad fraud offers a high potential payout with minimal risk to the perpetrator, as it’s challenging to prosecute legally.
This challenge underscores the urgent need for advertisers to adopt robust measures and continually update their strategies to mitigate risks associated with increasingly sophisticated fraudulent activities. With billions of dollars at stake, it is imperative to stay ahead of these evolving threats to protect advertising investments and maintain the integrity of the digital audio marketplace.
More specifically, ad fraud in digital audio can take various forms, all of which can significantly impact the effectiveness and return on investment (ROI) of advertising campaigns. Ad fraud has evolved into a worldwide multibillion-dollar business, with the potential to cost advertisers $172 billion by 2028. This staggering number underscores the critical need for advertisers to be vigilant and proactive in combating ad fraud.
3 strategies to detect and prevent ad fraud in digital audio
To protect your audio ad investments and ensure they reach real, engaged listeners, here are some tactics for detecting and preventing ad fraud:
1. Leverage third-party measurement tools
Industry leaders agree that third-party measurement is important to ensure the quality of audio streaming inventory. Third-party measurement tools provide an unbiased assessment of your ad campaigns’ performance and help identify fraudulent activities. These tools can detect irregularities in ad impressions and clicks, ensuring that your ads are reaching genuine audiences.
2. Monitor Audibility and Invalid Traffic (IVT)
Audibility metrics indicate whether your ads were heard by listeners, while IVT metrics reveal if the traffic generated by your ads are real people and not bots. An important component of audibility measurement is tracking quartile metrics. This form of verification, measured throughout each quartile of the digital audio ad (i.e. 25%, 50%, 75%, and 100%) gives valuable insight into completion of the ad. Quartile metrics help advertisers understand listener engagement by seeing where drop-offs are most often occurring.
By analyzing these metrics, advertisers can determine the effectiveness of their campaigns and detect any signs of fraud. Then, advertisers can make optimization decisions to reach real users to drive ROI.
3. Utilize MRC-Compliant Metrics
Ensure that your measurement tools and metrics are compliant with the Media Rating Council (MRC) standards. This compliance guarantees that your campaign insights are accurate and trustworthy, helping you make informed decisions.
- Read more: How to Prevent Mobile Ad Fraud
Maximize ROI for your audio campaigns
IAS and our audio partners work together to ensure that your ads are driving engagement with real users across streaming music, podcasts, sports, radio, and audiobook campaigns. We help ensure your ads are only shown to humans on legitimate publishers, protecting your media budget from bots with accuracy.
With IAS, you get:
- Actionable Insights: Metrics such as audible rate, audible impressions, invalid traffic rate, and more.
- Trusted, Third-Party Reporting: Validate your campaigns using reliable third-party analysis for audio campaigns compliant with MRC standards.
- Holistic View of Performance: Support across multiple formats globally, providing a complete picture of your campaign’s effectiveness.
For more information on how IAS can help ensure the quality and transparency of your audio ads, reach out to an IAS representative today.
