Three Steps on What Marketers Should Be Doing to Tackle Ad Fraud
Ad fraud has always been an issue for marketers, with fraudulent clicks skewing results, wasting budgets, and damaging a brand’s reputation. It has always lurked in the shadows and continues to evolve and appear in several forms. From malicious apps to bots and more, it has advanced in such a manner that it affects the whole digital advertising industry. According to a report by statistics aggregator Statista, ad fraud consumed a whopping $80 billion in ad spend in the previous year, and it anticipates the number to hit $100 billion by the end of 2023.
Safeguarding the ad budget has therefore become a critical element for marketers. However, someone new to this anomaly in the markets may not have the idea to tackle it efficiently. Therefore, marketers can initiate their ad protection by following these three steps.
#1 Setup and tracking
The first step in preventing ad fraud is to set up the system correctly in order to ensure that all the KPIs are covered. Furthermore, marketers must also make sure to implement the correct tracking at the beginning itself to get off to a good start. Then, the tracking allows you to frequently monitor your advertising campaigns. Look for any abrupt increases or decreases in metrics like impressions, clicks, and conversions. Unusual patterns in KPIs, such as clicks or impressions emanating from a particular region or time of day, are sometimes produced by fraudulent operations. Monitoring this data will enable you to take preventative action and catch fraudsters in the act. By keeping an eye on your campaign’s performance, you may identify and halt fraudulent actions before they cause you to incur expenses.
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