Combatting Online Ad Fraud: Strategies for Marketers

A cornerstone of marketing strategies for businesses of all sizes is online advertising. However, alongside the growth of online advertising, a sinister counterpart has emerged: ad fraud. Ad fraud refers to deceptive and often malicious activities that aim to generate revenue through false ad impressions, clicks, or conversions. It poses a significant threat to marketers, causing a waste of advertising budgets and undermining the effectiveness of campaigns. Fortunately, there are proactive measures marketers can take to minimize the impact of ad fraud and protect their investments.

Ad fraud will cost marketers $84 billion this year — 22% of all online ad spend.

According to a new in-depth study from Juniper Research, this figure is expected to soar to $170 billion in five years in 2028.

Juniper’s study analyzed digital advertising in 45 countries across eight regions, using a dataset of over 78,700 data points from 2019 to 2028. The research found that:

• 22% of all online ad spending is lost due to ad fraud in 2023.
• 30% of mobile ad spend is lost to ad fraud in 2023.
• $172 Billion of ad spend is projected to be lost due to ad fraud by 2028.
• $23 Billion per year can be recovered by using fraud mitigation…