Our latest Quick Bytes videos have arrived!
At IAS, we are always looking at ways to not only enhance technologies for our customers, but also widen the understanding of the latest developments in digital advertising.
To help you stay up to date on the latest innovation, we bring you Quick Bytes, a series of short videos that give you a quick guide to the latest developments. Our fourth video covers Ad Fraud.
Increased adoption and innovation pushes platforms forward, but also creates challenges around ad fraud. Ad fraud costs advertisers billions of dollars.
Ad fraud persists because bad actors continue to create new ad fraud schemes, looking to exploit technology vulnerabilities and motivated by the chance to profit from them. Put simply, fraudsters follow the ad dollars, especially in new environments that may lack standards and advanced measurement.
There are many types of ad fraud where bots are used to prevent delivery of ads to real people. Fraudsters are becoming more sophisticated and using Artificial Intelligence (AI) and Machine Learning (ML) techniques to perpetrate fraud. They are being programmed to appear as human as possible – intentionally watching videos online or clicking on ads. As a result, more accurate and sophisticated tools for detection are needed.
IAS takes a unique approach to detect and combat ad fraud and ensures ads are seen by real people. We combine extensive data analysis, sophisticated machine learning techniques, and reverse engineer malicious code. And with the IAS Threat Lab, elite bot-catching team, detecting and mitigating ad fraud risks across digital ad industry, we uncover even the most sophisticated bots.
A multilayer approach utilizing the best of both worlds – both human rules and ML – results in an effective detection and mitigation of ad fraud. Partnering with digital ad verification companies, such as IAS, that provide the latest technologies in combating fraud is paramount to ensure ad spend is invested to reach real people.
Our latest Media Quality Report shows the major difference robust defences can make in fending off fraudsters. It showed that global ad fraud rates for optimised campaigns were 1% or below across all ad environments, landing between 0.3% and 1%. In fact, advertising campaigns that did not incorporate a form of fraud mitigation strategy encountered levels of ad fraud up to 13x higher worldwide than those that did.
IAS is committed to remaining on the forefront of this new technological revolution and to making sure that our customers and the industry remains educated about the potential of these technologies to fight ad fraud and help marketers not lose out to wasted ad spend.
Watch the Quick Bytes video here and discover how IAS’s leading ad fraud detection and prevention protects premium publishers from ad fraud and saves the world’s top advertisers’ ad spend from being wasted.
To watch all our Quick Bytes videos, go to the YouTube playlist.
If you want to discover more on how IAS is shaping the future of digital ad verification, check out our Toolkits or more content from our Insider.