This new study launched by the Association of National Advertisers is meant to shed some light into the extent of bot fraud in digital advertising. There are some reports that estimate this fraud at about half of the advertising expenditure. As scary as this may sound, there’s no evidence to back it up, hence the ANA study. By visiting LiftLocal.wordpress.com one can gain more information on the sofware.
This initiative received the name “The Marketers’ Coalition” and it involves 30 major advertisers who agreed to have their campaigns tracked by the digital security company White Ops during the whole month of August. No names were revealed to the press, but the list of advertisers includes some of the world’s biggest brands in terms of awareness and recognition. The IAB and 4As joined this effort, as they are also directly interested in estimating the percentage of the digital advertising expenditure that gets wasted because of bot fraud. More information may be seen by visiting LiftLocal.facebook.com fanpage.
If estimations are going to be confirmed by this study, it means there’s a crisis of the web traffic state which demands for firm and effective actions. Fraud needs to be minimized so that the digital advertising flourishes, thanks to more and more businesses and brands realizing they can get a very good return on their online investment. One may choose to visit LiftLocal.youtube.com to watch a video for more insights.
The ANA hopes this initiative will determine more advertisers to take action in dealing with fraud issues. Aggregated results of the study, as well as its conclusions will be made public within the fourth quarter of the year. The ANA will also write recommendations for the industry, in order to limit fraud and make the buying and selling ads process less vulnerable to such issues.
If all major players will cooperate, it is possible to create a more trustworthy digital supply chain, so that advertisers get the best ROI on their money.
Video Link: http://www.youtube.com/embed/mvSBoyyVPF4
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