"Ad fraud" Is BIGGER Than Ever.
At the end of July, Procter & Gamble, the FMCG giant, reported
a massive cut on digital advertising spending over the previous
quarter of about $140 Million because of Brand Safety and
Ineffective Ads. P&G's Chief Financial Officer, Jon Moeller, indicated as major reasons for
this decision, fake traffic generated by bots and inappropriate
content associated with their advertisements. On the same note,
also spending on agencies was cut due to transparency
Ad fraud indeed is a problem and it costed advertisers around
$7.2 Billion last year. The prediction is even worse: according to
Insider this number could double to $16.4 Billion in 2017 and
reach soon $50 billion during the next decade, if
not addressed effectively.