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.
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
does datalicious have MRC accreditation to identify fraud?
If the industry wants to stamp out fraud isn’t it time to call in ASIC or the AFP?
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