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FraudReport. How to fight with fraud traffic (1)

08-15-2019 04:18 AM #1 vladzh (Member)
FraudReport. How to fight with fraud traffic

Digital ad spend is rising every year, from $93 billion in 2018 to estimated $105 billions in 2019.
Meanwhile, 2018 statistics reveals that the cost of digital ad fraud worldwide was up to $19 billion in lost revenue. By 2022, that total is expected to grow up to $44 billion.

Ad fraud affects every part of the digital ad ecosystem with the most fraudulent formats in this order:

Video ads
It’s the most attractive area for fraudsters because of money.
While video budgets are about 45% of total ad spend, it is tied to 64% of all ad fraud, according to Forrester! Fraud is found in video twice as often as it is in display.
TV/OTT
As more money is being spent on video ads, fraudsters are turning their heads towards it. In a Q3 2018 study, Pixalate found that 19% of worldwide OTT impressions were invalid, because of fraud and technical malfunctions. So it is the next big challenge.
Mobile apps and mobile web
Even though these categories are less at risk than OTT and desktop video, mobile web and apps are still formats to watch.
If we talk about programmatic, mobile display inventory presents the highest risk of fraud.

RedTrack and FraudScore solution

So it goes without saying that ad fraud is a huge problem and it’s not going to just disappear, but marketers are able to partner with solutions to protect their budgets. RedTrack and Fraud Score are happy to offer a cutting-edge solution that evaluates the traffic you buy and reports whether the money is being served to bots and non-human traffic.

Running online ads is all about multi-level campaign statistics. When you’ve just launched a campaign and it’s giving you results way better than you could have expected – it’s probably too good to be true. Fraud Report is not just a solution that evaluates your traffic and marks it “fraud” or “non-fraud”. Users are now able to analyze fraudulent clicks divided by types of fraud, campaigns, sources. Various slices and modes enable advertisers to analyze traffic, understand fraud reasons and make informed decisions on whether to reject or block it. FraudReport inspects the quality of every ad click based on 13 metrics and provides the ratio of human clicks and fraud ones with the reason of fraud behavior. Whether it’s an action caused by cookie stuffing or a proxy-connected user, etc, RedTrack detects it and notify you of suspicious activity.

In the end, you get 3 in 1 solution, consisting of

Click checker
Within comprehensive reports, see if your ad receives real clicks or they are fake
Advanced reports
Drill down analysis and create custom reports with 20+ metrics to see where you lose money

Anti-fraud protect
Get a broad picture of the traffic you buy and blacklist the sources where you waste money

Of course, there are some basic parameters that you can check by yourself: IPs and if they are blacklisted or coming from data centers; proxy IPs; some vital parameters of device\browser & user specific information. But you won't be able to do it quick and fast by yourself, unless you have big analytics and tech team.

I’m using Fraud Report by RedTrack for checking my push traffic now. Like everything on RedTrack, it’s simple, efficient and affordable.
While testing fraud check with my ad campaigns I came to several big and bad surprises:

If I breakdown the report by push providers, I had a percentage of 20% to 40% of bad clicks.
The worst of all, apparently, is that if I breakdown by “source id” (from each specific traffic provider), results aren’t so different. I mean, there is a high percentage of bad traffic in analyzed sources.

Since now I have all this data in my RedTrack panel — I see where I have fraudulent clicks. With this information, I’m going to talk to all providers about that and see what they will say to me.

Henrique, one of FraudReport users

The whole list of fraud reasons detected and reported in RedTrack are:

You can activate FraudReport at the price of 0,10$ CPM (10 cents for 1,000 clicks)

Interested in this solution? PM me for additional information

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