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Digital advertising has an array of unique benefits like measurable and
trackable performance indicators, precise targeting, and the ability to
provide extremely personalized customer experiences. It has enabled
advertisers to do things that they could only dream of earlier. However, ad
frauds have been causing a great mayhem in the digital advertising industry
since quite a while. Unfortunately, this continues till today. That’s the
down side.
In his recent interaction with Indian Television, Ashish Shah talks about
this challenge of digital advertising industry and how to prevent this.
Frauds like Hyphbot and Methbot have made headlines and this has caused a
lot of loss to the advertisers, going into millions. Ashish says that this
is a not so easy, as with the evolving tech, fraudsters are getting smarter
and getting more savvier. In order to tackle them, one needs to be not just
constantly update with the latest tech, but needs to be one step ahead of
the curve.
Ashish lists a few common types of frauds and throws light upon the
measures advertisers can take to handle them better. Frauds like bot
traffic or NHT (Non-Human Traffic), Click Farms, Sourced Traffic, Domain
Spoofing, and Ad Injection are pretty common. In order to prevent them, one
first needs to understand their objectives and the way these frauds are
perpetrated.
In order to answer this question, advertisers should start with partnering
with the right programmatic platform. A platform which has fraud detection
and prevention mechanisms in place and is a member of industry watchdogs
like IAMAI, TAG and IAB are a good place to begin. Along with this,
measuring the right goals instead of only measuring the clicks is
recommended. Further, advertisers should also work with only such
publishers who have implemented ads.txt. Having such preventive measures is
always better. Afterall, prevention is better than cure.
For more details, click here.

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