With technological advancement, the advertising industry has shown exemplary growth with a steep upward trend. It has helped publishers reach out to wider audiences simultaneously increasing the revenue. But, it has brought along the challenge of ad fraud. Companies are using every tool and metric to proactively detect these fraudulent activities to ensure the same can be dealt with to avert losses. Amongst the multiple available tools, ad viewability is a critical metric that plays a pivotal role in ad fraud detection.

Ad viewability is a metric that provides insight into whether the ad has been viewed by the user helping fetch the report on related details. This highlights the performance and ROI of the ad campaigns. These performance reports, when assessed thoroughly, act as a strong tool in fighting against ad fraud scenarios. Let’s explore how:

Accurate Measurement:

Accurate Measurement is extremely critical in the detection and prevention of ad fraud as companies rely heavily on viewability metrics to assess its success and Return on Investment. Stakeholders formulate strategies based on these performance metrics that help them make informed decisions about their ad spend.

Nefarious actions in the form of ad fraud manipulate the viewability data by artificially inflating the viewability rates. Practices like ad stacking and bot simulation are the common ones.

Thorough scrutinising the viewability data helps in finding the abnormalities and inconsistencies in trends flagging the instances of potential ad fraud. Instances like unusual increases in viewability rates in low-quality websites or apps are the sure-shot indication of fraudulent activities that should be investigated to take appropriate action. It is highly recommended to use trusted ad fraud detection software and tools to stay ahead of the fraudsters.

Fraud Detection:

Anomalies in the viewability data is a reliable way to detect ad fraud. The algorithms designed for fraud detection leverage the data in conjunction with the behavioural and contextual indicators to identify unusual patterns and trends indicating nefarious interventions. For instance, if the viewability report and observed viewability metrics are not relatable, it clearly indicates fraudulent traffic involved.

This can be tackled by integrating viewability data into the fraud detection software on a timely basis which will, in turn, help in mitigating the issue effectively before it starts affecting the reputation and revenue.
Prevention Strategies

Staying proactive not only in detecting the frauds but ensuring that the fraudsters do not invade your territory, is a better strategy. Stakeholders can use the ad viewability data to create a strong filter while buying the ad spaces. This will minimise the exposure to the nefarious entity preventing the fraud from happening in the first place. This can be done by allocating minimum viewability thresholds for ad placements by paying only for the advertisements that have a fair potential of being viewed by actual users thus reaching the right audience.

By implementing prevention strategies, advertisers can use the viewability data to their benefit by targeting only the high-quality inventory thus maximising the impact and effectiveness of their ads while minimising the risk of fraud. Such data can be leveraged as a benchmark while purchasing the inventory and ensuring that the publishers and ad tech platforms deliver genuine and viewable ad impressions.

Ad Placement Optimization

Ad viewability data helps in analysing and subsequently optimising the placement of ads to ensure their effectiveness and reachability while safeguarding them from fraud invasion. Leveraging the ad viewability conditions optimally, the overall performance of the ad campaigns will improve contributing positively to the ROI while reducing its vulnerability to fraud.

Outsourced Verification Services

Tie up with reliable third-party services for reviewing, auditing, and validating the ad viewability data to ensure the transparency and integrity of the viewability metrics. The unbiased and transparent metrics on ad viewability from the verification services will enable stakeholders to make better and more informed decisions about their ad campaigns.

Summing Up:

Ad viewability is not just a performance metric. It is actually a powerful tool that helps accurately measure and detect ad fraud activities. It also leverages in implementing the strategies to ensure prevention from potential ad frauds. Partnering with reliable partners for reviewing, auditing and validating the ad viewability data makes it simple and easy to navigate through the complex world of digital advertisement confidently.

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