David Kohl’s Post

The impact of ad fraud is enormous, diverting billions of advertising dollars into the pockets of fraudsters. It's not just about the financial loss, either. Ad fraud damages brands, skews data, reduces consumer trust and, ultimately, diminishes campaign ROI. But in this challenging landscape, telco-verified IDs are having a major impact. These IDs can accurately verify real humans, ensuring your ad spend is used effectively and your brand reputation remains unscathed. Read more in Novatiq’s latest blog post - [https://lnkd.in/e2CTc6Dy] #adfraud #programmaticadvertising #advertising #ads #adverisers

A new report from Adalytics, an ad quality firm, alleges that #Forbes systematically misled advertisers into believing they were buying media on Forbes.com when they were actually buying media on a secret, spammy ‘made for advertising’ (MFA) subdomain, www3 (.) Forbes (.) com Commenting, Chair of the UK Stop Ad Funded Crime (UKSAFC) group, Ian Moss, said: “The scale of fraud alleged by this new report is staggering. The UKSAFC has for some time been warning about practices like MFA sites which deceive brands into paying for what they believe is legitimate ad space – but is in fact a sophisticated way to defraud them of their ad spend. This report should serve as a wake-up call to industry and policymakers about how pervasive fraud is in the online advertising ecosystem. Policymakers must urgently introduce measures to improve transparency so everyone in the system can verify who is being paid and that views are legitimate. Only then can we tackle widespread ad fraud and restore confidence in online advertising.” Read the full story on The Drum here: https://lnkd.in/eBtZFfbw

I can speak this, as the platform Forbes Advisor, is an ad business disguised as a advice marketplace, but everyone thinks it is the real Forbes. The company the owns Forbes is called Integrated Whale Media Investment. (Real name no gimmicks) This leads to the a closer look at the entire Ad industry and the recent death of the cookie. Enshittification Theory- coined by Cory Doctorow... the pattern of decreasing quality observed on online services and products. Also called platform decay. The entire internet is about 40% BOTS at this point anyway, because these companies are more interested in pleasing shareholders than the users. The data sets on what what was user generated content are now poisoned because the algorithms are easily tricked.. Now they are releasing AI search engines which will be crawled by AI bots to make everyone happy, the advertisers with seemingly real users (AI) The platforms will benefit from the revenue and all the content will be bad for the rest of us. Forbes is not alone in this.

While I can’t speak to the legitimacy of the accusations herein, this is still a worrying situation for advertisers everywhere. Publications whose reputations are staked on their image of legitimate business are not what many may expect to be perpetrators of MFA Ad fraud. That being said, we can better understand ad fraud by looking at the incentive changes on the supply side of these AdTech deals. Ad fraud particularly harms multicultural publishers, as their reach and impact receive decreased impact when improperly assigned to Ad spaces. #AdFraud #AdTech #ProgramaticSupplyChain

This is scary stuff marketers!!! Do you really know where your programmatic ads are ending up? Are humans actually seeing what you are paying for? The Association of National Advertisers and Bill Duggan published its fraud study last year to reveal that $22Bil of the $88Bil programmatic market was fraud related ads. That’s means that nearly 30% of your spend is wasted and served to a bot or MFA site where there is no value or humans. It’s about time clients start demanding clarity and transparency from Media partners and agencies to get this cleaned up. One company actually taking on the industry is Blockboard and is doing their part to avoid the fraud. #fraudsucks #fraudisawaste

Protecting digital ads from ad fraud can lead the way into the future, building a seamless and secure advertising landscape. #digitalads #onlinemarketing #digital https://lnkd.in/ehKngAbX

This is progress in the fight against adfraud and especially for viewability of those impressions not tagged as fraud (sIVT). Whether on open exchanges or PMPs, the risks of exposure to 'nefarious' activity is high. No need to throw the baby out with the bathwater!! The bottom line for any advertiser is the need to know which publishers and channels deliver the most favorable business outcomes. While the dithering continues (or while Rome burns), brand and agency leaders have new-era analytics tools such as offered through Truthsets.Online to meaningfully optimize their media against fraud, wastage, and for valuable, human attention views on brand safe sites. The deprecation of cookies is a side show, diverting attention from the opportunity to build inclusion lists of channels and platforms with the best business outcomes. Postulating about MFAs distracts from the bigger picture; not all MFAs are created equal. Utilizing post-bid JavaScript tags, agencies and brands using new-era campaign analytics tools see significant improvements in campaign performance in short time periods. For any advertiser and brand worth its salt, ask for a free trial with zero obligation. Benchmark against your current reports. Visit www.truthsetsonline.com or reach out to [email protected] for more information. #campaignoptimization #adfraud #viewability #brandsafety #targeting

Ad fraud is a potential parasite to ad spend. Here are five key stats evidencing the ad waste problem, and what marketers can do to keep their ad spend effective. https://bit.ly/4bD5it6 #adfraud #adtech

I have no sympathy for ad verification companies here, they have been overstating the effectiveness and capabilities of their technologies for far to long. The truth is that as fraud is a different beast to legitimate publishers and inappropriate content. Fruadsters simply block the tags. The worst thing ad verification tools do not typically show the block rate of the tags in any of the dashboards… Why is that you ask? Well they don’t want you to know that the 99% brand safe, is only based on the tags they could load, which often only account for a tiny fraction of an advertisers actual media spend…. I’m assuming they are worried you would pay if you knew they can’t actually measure the majority of your inventory so they hide this information in the back end. If your not looking at ad verification and fraud, you should be… It a much bigger problem than you realise. https://lnkd.in/ePjtQe9x

Google has published the newest edition of its annual Ad Safety Report. This document contains all relevant data Google had collected over the course of the previous year, as well as the company’s take on current and future trends in online ad safety. Find out now from globaleyez GmbH all about the new trends in fraudulent advertising outlined in Google’s annual Ad Safety Report, and how Google responds to them! https://lnkd.in/dFW8eJWG #google #advertising #brandprotection