Online traffic fraud risking credibility of the industry, IAB chief warns
The credibility of digital advertising is being undermined by traffic fraud and is preventing marketers from getting true value for money from their online campaigns, the chief executive of the Interactive Advertising Bureau has warned.
Alice Manners said criminals who are infiltrating systems to generate false ad views, clicks and site visits are “negatively impacting the entire industry” and must be stamped out.
Her comments came as the IAB Australia yesterday released papers outlining the practice of ad fraud, how it works and what marketers and advertising agencies can do to combat the problem.
Manners said it was time the industry began to tackle the problem and praised the collaborative approach now underway by the industry.
would the IAB consider ads that are knowingly never in view as fraud ?
if you want examples, ads buried on the bottom of major pubs sites, …(edited under Mumbrella’s moderation policy)
Hi Frank,
Please take a look at the IAB white paper on Digital Audience Measurement which you can find here: http://www.iabaustralia.com.au.....f2a4b0.pdf. This covers what you are referring to – Viewable Impressions:
IAB Australia is committed to working with the market to identify the best solutions and way of rolling out this new metric to ensure that only ads that are viewed are paid for.
Best
Alice