Less than 4% of digital ads in Australia are fraudulent, claims IAB
The industry body representing Australia’s digital publishers has claimed in a new report that digital advertising fraud is almost non-existent in Australia.
In a finding which appears to conflict with data from other parts of the world, the Interactive Advertising Bureau of Australia’s first report on the local market claims that more than 96% of ads served to desktops and mobiles are served to real users.
The IAB claims instances of online ad fraud in Australia are low.
The Interactive Advertising Bureau, which represents publishers carrying and delivering ads such as Google, Yahoo7, Facebook, Nine and others, claims just 3.7% of traffic delivered to desktops was fraudulent and 3.8% on mobiles.
Compiled by PwC from data from a number of measurement companies including Comscore, Integral Ad Science and Moat, the IAB benchmarks will be published twice yearly.
The release of the first numbers reporting ad fraud levels in Australia comes three months after the IAB released its first figures showing 27% of Australians used ad blocking software.
The IAB’s Jonas Janimaagi claims not all “invalid” ads are ad fraud.
While 4% of traffic measure was found to be “invalid” Jonas Jaanimagi, executive consultant to the IAB, said that not all that traffic was necessarily fraudulent advertising.
“Invalid traffic is certainly not a new phenomenon but as a result of the sophistication of those actively attempting to mimic human behaviours online the IAB will be regularly providing relevant market updates for Australia, as well as generally advising members to review the related filtering capabilities with their technology vendors,” Janimaagi said.
The IAB urged advertisers and agencies to use accredited third party measurement services to monitor inventory quality.
It also called on the use of vendors to access human traffic and encourages media owners to have broader discussions about ad fraud with their ad-serving vendors
Last year IAB CEO Vijay Solanki warned that there was a gap in knowledge in marketers understanding and using emerging fraud detection, attribution and viewability technologies.
At the time he said that had been an increase in the number of companies adopting the use of ad fraud technologies but more needed to be done.
In November Daniel Karlsson of digital marketing platform Impact radius warned that Australia was a growing target for ad fraud as real time buying platforms became a target for criminals using ad fraud to steal using fake audiences. unwitting consumers.
Our recent research study across 1 millions website visitors in Australia puts the figure at 7.4%
https://www.datalicious.com/resources-impact-of-ad-fraud-on-marketing-advertising
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does datalicious have MRC accreditation to identify fraud?
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If the industry wants to stamp out fraud isn’t it time to call in ASIC or the AFP?
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Hi Chris
Happy to chat through methodology differences (actually you know I love that!) the numbers referenced in the article are based on all AU inventory tracked by IAS, Moat & Comscore for 3 months late last year. We will be releasing this data every 6 months so will be interesting to track changes.
The IAB will be using this data to continue to develop recommendations on minimising risk and wastage.
Gai
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