Digital ad spending is projected to top $725 billion globally by 2023. But rampant ad fraud means over 20% of that spend—potentially $175 billion—will be lost to invalid traffic and bots according to recent industry estimates. As digital advertising grows, so do the ever-evolving techniques fraudsters use to siphon ad dollars.
This makes ad verification essential for maximizing advertising ROI and protecting brand reputation in 2024. But with new fraud tactics emerging, what are the most effective ad verification methods today?
In this post, we will explore the top 5 ad verification techniques you should utilize this year based on my decade of experience in the industry. I‘ll share insider tips to leverage these methods for optimal results.
The Rising Threat of Ad Fraud
Before diving into verification methods, it‘s important to understand the scale of ad fraud and why vigilance is so critical today.
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Ad fraud is rampant: 2022 saw multiple high-profile media investigations uncovering endemic fraud at even top publishers.
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New techniques constantly emerge: From sophisticated bots to domain spoofing, fraudsters rapidly adopt new tactics.2022 alone saw the rise of [threats like deepfakes and contextual fraud using AI.]
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Billions in waste annually: Ad fraud is estimated to cost advertisers over $175 billion per year globally.
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Brand reputation at risk: Ads displayed next to inappropriate or extremist content due to fraud can cause lasting damage.
As Gartner analyst Chris Ross noted: "Ad fraud is an increasing threat. Brands must verify what they are paying for as a matter of baseline hygiene."
Top 5 Ad Verification Methods for 2024
Now let‘s explore the leading ad verification techniques you should leverage in 2024 to protect your ad investments.
1. Human Traffic Verification
This validates that website visitors are real human users, not bots or other invalid traffic (IVT). Sophisticated bots can mimic natural patterns, so advanced detection is key.
How it works: IVT filtering uses techniques like analyzing IP patterns, frequency caps, mouse movements, etc. to classify traffic as human or non-human.
Benefits:
- Identifies wasted spend from fake clicks/impressions
- Metrics better reflect real audience reach
Limitations:
- False positives classifying some humans as bots
- Arms race against increasingly advanced bots
Tip: Work with vendors leveraging latest bot detection innovations like machine learning and natural language processing. Review IVT rates monthly.
2. Ad Placement Verification
Confirming ads appear in correct positions and formats as planned. This protects against misplacements.
How it works: Platforms crawl sites to check ad size, location, creative match expectations.
Benefits:
- Ensures ad specs are followed
- Identifies mismatches early
Limitations:
- Very manual to audit all placements individually
- Doesn‘t guarantee viewability
Tip: Prioritize verifying high-value placements. Use automated tools to scale.
3. Viewability Measurement
Verifying if ads were visible to users on-screen. Despite limitations, viewability metrics are vastly better than relying just on impressions.
How it works: Tracking pixels measure render rates and time in view. MRC accredits independent viewability measurement companies.
Benefits:
- Optimizes spend on ads users actually saw
- Provides unbiased viewability benchmarks
Limitations:
- Imperfect proxies for visual attention
- Ongoing debate over standards
Tip: Compare viewability rates across vendors and platforms. Identify viewability lift opportunities.
4. Brand Safety Monitoring
Blocking ads from appearing next to unsuitable, offensive, or hateful content. This is crucial for protecting brand reputation.
How it works: Blacklists, whitelists, semantic analysis, image recognition identify brand unsafe environments.
Benefits:
- Avoids adjacency issues
- More control over suitable content
Limitations:
- Highly context dependent
- Rapidly evolving social issues
Tip: Maintain strict whitelists. Combines AI monitoring with human reviews.
5. Audience Verification
Confirming ads reached intended target audiences and demographic segments using statistical modeling and data matching.
How it works: Pixel tracking matches users to attributes and profiles. Models estimate audience overlap.
Benefits:
- Quantifies targeting accuracy
- Refine campaigns to improve demo fit
Limitations:
- Reliant on available user data
- Modeling uncertainties
Tip: Measure incrementality lift from refined targeting over time.
Key Takeaways for Advertisers
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Leverage a layered approach combining verification methods for optimal coverage. Viewability and IVT filtering provide direct performance lift.
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Prioritize independent third-party verification for trustworthy measurement. But work closely with ad platforms too.
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Advance your capabilities as new ad formats and fraud tactics arise. Ad fraud is a constantly evolving battle.
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Focus ad verification efforts on high-value campaigns and placements first to maximize ROI.
The ad verification landscape will continue advancing against the ongoing battle with sophisticated fraud in 2024. While not perfect, these leading techniques give you the best possible protection for your ad investments today.
Stay vigilant – and verify early and often! Please reach out if you need any help boosting your ad verification capabilities. I‘m always happy to provide insider tips from my decade in this space.