Ad fraud and brand risk up in H2 2020, says IAS
Integral Ad Science (IAS) has disclosed new data showing that Australia witnessed an increase in ad fraud on desktop video, reporting an optimised against-ad-fraud rate of 1.6% for H2 2020, twice the average rate a year earlier. The worldwide optimised desktop video ad fraud rate was 0.8% for the same period.
According to Jessica Miles, country manager ANZ at Integral Ad Science, this rate of 1.6% is still relatively small, especially when compared to the worldwide non-optimised rate of 5.6%, “which is why we do not advocate alarm over the results despite the increase”.
“Fraud rates can fluctuate significantly over time based on increased adoption of a certain format (in this case digital video) or increased fraud activity in the market.”
She added: “We advise marketers to be aware of this benchmark and refer to it when analysing their results to understand if they are over-indexing compared to the market average (and subsequently may be experiencing issues with their campaigns).
