This article was updated on February 3, 2023
Programmatic advertising is on the rise, and with it, ad fraud. Advertisers lost about $100 billion to all types of ad fraud in 2022.
Read that again.
It’s difficult to pinpoint exactly how many working media dollars are lost because fraud protection vendors evaluate fraud using different methodologies. However, knowing that the number is in the billions is alarming. As ad spend increases, so too do the incidents of programmatic ad fraud.
Who’s Responsible for Ad Fraud?
Let’s take a look at the entire supply chain. The programmatic world is very compartmentalized. Supply-Side and Demand-Side technologies work in silos and don’t necessarily communicate with one another about ad fraud for fear of what that might entail. Still, ad fraud impacts everyone in the programmatic ad ecosystem, so it’s in everyone’s interest to take accountability and responsibility for where and how they can.
It’s similar to the diffusion of responsibility phenomenon, where a witness or bystander to an incident is less likely to take action since they believe others will do something about it. If the potential helping group is large, there tend to be fewer chances of responsibility assumption.
Buyers may feel the impact of fraud on their media budget but may not know where to start when it comes to choosing supply partners who best protect their budgets. According to Pixalate, ad fraud rate reached 19% and invalid traffic 28%.
TripleLift Partners with White Ops
TripleLift has taken a diversified approach to tackle fraud pre-bid and post-render across multiple partners. This allows us to get closer to pinpointing exact instances of fraud — and stopping each in its tracks.
- Our partnership with White Ops allows us to pre-scan bids before they go to auction, wiping out fraud before creatives can ever serve.
- Then, the White Ops FraudSensor fires afterward on sampled inventory to inform and improve the White Ops algorithm.
- We also leverage IAS and Moat tags that evaluate IVT after the creative has rendered.
Below, see how TripleLift compares to industry benchmarks.
As certified members of the Trustworthy Accountability Group (TAG), we will continue to iterate and evolve our fraud protection methodologies and partnerships so that we can do our part to help clean up the programmatic ecosystem.
For more information on our inventory quality practices at TripleLift, reach out to our inventory quality team.