Need For Ad Fraud Protection For Digital Marketing Agencies
It has become vital for the agencies to incorporate long-term ad fraud prevention solutions with the goal of improving ad campaign transparency, pursuing cost savings by lowering fraudulent clicks and seeking greater client satisfaction.
With 692 million active internet users in the country, according to a report by IAMAI (The Internet and Mobile Association of India), social networking has sparked a revolution in digital marketing. In fact, digital marketing has evolved as the most preferred means of advertising for businesses. Since modern customers spend more time and money on social networking sites, digital marketing provides firms with the opportunity to reach audiences more effectively in order to expand their brand and increase revenue.
Although digital marketing has offered a wealth of opportunities for businesses, it has also brought into the picture some serious threats. In fact, as newer ways of advertising have developed, the audience has multiplied, which has further prompted firms to shift their advertising budgets to digital. The surge in spending has created opportunities for scammers to take advantage of the brand. In that context, ad fraud has arisen as a critical issue confronting businesses today. It can take many different forms, but they all have the same purpose: to redirect your advertising budget by bringing in false traffic or non-genuine customers for your campaign.
Furthermore, it has hindered the ability of digital marketing agencies to provide accurate services to brands. Hence, it has become vital for the agencies to incorporate long-term ad fraud prevention solutions with the goal of improving ad campaign transparency, pursuing cost savings by lowering fraudulent clicks and seeking greater client satisfaction.
Modern day challenges digital marketing agencies face today
The ultimate objective of every digital marketing agency is to ensure maximum reach to their clients and generate considerable revenue in the process. Though digital marketing has offered them the opportunity to do so, it has also exposed them to several unscrupulous practices. One of the most prevalent fraud schemes that digital marketing agencies frequently encounter today is clicking fraud.
This kind of fraud typically targets pay-per-click advertisements and deceives the ad platform into thinking that actual users are interacting with the content, increasing the popularity of the website. Agencies end up paying more money to position advertisements on that website as a result, but in actuality, those expenditures are directed to fraudsters.
In addition, cookie stuffing is another significant issue that digital marketing agencies frequently experience. Cookies are tiny pieces of code that track user behaviour and provides information regarding the effectiveness of the advertising campaign. To alter the attribution and payment scheme, scammers introduce cookies from websites other than the one the user initially visited. This, as a result, poses a severe challenge for digital marketing agencies and limits their ability to offer their clients the finest services possible.
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