Publishers, whose revenue model is based on advertising, need to make more from consumers than they spend on traffic, in order to turn a profit. Then it’s up to the business to turn those visitors into subscribers or paying customers. Internet actors profit in varying ways from consumer traffic: search engines make money because buying traffic is a sensible way for internet businesses to get people to view their websites. Nigel Gilbert, VP of Strategic Development EMEA, AppNexus How do we do this? By getting rid of the conditions that make fraud possible… and profitable. It’s incumbent on our industry to focus our efforts on assuring brands that digital advertising is safe, transparent, and effective. When these kind of news stories break – often sourced by anti-fraud vendors who are positioned to profit from the resulting alarm – brands and agencies predictably respond by reallocating spend from the hazardous world of digital advertising and back to traditional mediums like television and radio. These stories will often focus on a staggering amount of ad money that has been wasted by advertisers on fraudulent traffic.
The past 20 years of digital advertising has been marred by a steady stream of concerning stories about nonhuman traffic, known commonly as 'ad fraud'. Nigel Gilbert (pictured below), VP of s trategic development EMEA, AppNexus, takes a look at the vicious cycle of the fight against ad fraud, suggests three steps to counter ad fraud, and concludes that it is high time to create a better internet. But rather than doctor the symptoms, the industry needs to get together to work on the roots of the problem. Ad fraud affects every stakeholder in the advertising industry.
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