Ad fraud rife
Between 88% and 98% of digital ad engagement is fraudulent, with the biggest automated bot programme fraud found on Google’s ad network, while Yahoo and Facebook tie for second at 94%. The best performance is on the LinkedIn ad network, which had 88% fraudulent activity by bots, according to a study conducted by human recognition technology outfit Oxford BioChronometrics.
" We're keenly aware of the ire [these results] will draw," says Oxford BioChronometrics CTO Adrian Neal. "However, we believe that the integrity of the online community must be served and felt we had no choice but to go public with our findings. Advertisers make many online communities possible and it's critically important to ensure the integrity of their online experience if we expect them to remain engaged.”
He adds that people deploying the bots that commit ad fraud are getting ahead of the standard methods of detecting them. “The common tools and methods of detection are no longer enough,” he says.