Attn. #mediaplanner: Online ad fraud will cost brands $7.2 billion globally this year. #mediaplanning
- Created: Tuesday, 26 January 2016 21:12
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Online ad fraud driven by bots will cost brands $7.2 billion globally this year, according to a forecast in a new joint study by the Association of National Advertisers and White Ops. That's up from the $6.3 billion the two organizations predicted in a similar report for 2015.
The latest research, released today, found that publishers with higher cost-per-thousand (CPM) rates were more susceptible to bots, which generally create millions upon millions of ad impressions that are seen by no one but often get charged to marketers as a viewed promotion. Display ads with CPMs greater than $10 had a 39 percent higher incidence of bot activity compared to less-expensive digital properties.
In addition, the study concluded that programmatic ad buys rendered 14 percent more bots than the study average, while programmatic video ads had 73 percent more bots than average.