The ability to advertise on the Internet, and make money through the visitors that online advertising can send to your website is something that many people utilize every day. The thought that these companies are actually not providing the best possible service probably doesn't cross your mind.
So, what exactly is bot fraud? Basically, bot fraud is when people use websites that promote advertiser's products and then push fake traffic towards those sites and offers in order to get a payout. It is fraud because the traffic is not real - but bots or computer generated. This is a severe problem in the digital marketing sphere and many marketers have estimated that between 25-30% of a marketing budget is lost due to bot fraud.
A study done by the ANA using a company called White Ops has blown the lid off of 30 companies that are apparently participating in advertising fraud. The group published their findings, and not surprisingly, some of the most recognizable brands known worldwide were at the heart of this controversy. It just goes to show that regardless of what you believe about the integrity of certain companies, there is always going to be that possibility that you will end up losing money, having it taken from you, by those that you trust in the online advertising industry.
So what can you do now that you know about this report? Is there anything that can be done to hold these people accountable? Odds are, the increasing amounts of digital advertising will continue to grow. People will always advertise online, and hope that they will get the best possible deals. Unfortunately, as the study has shown, thus not always going to be the case.
These individuals will continue to plague the online marketing industry until something is actually done to force them into accountability. Hopefully more of these studies will be done that will clearly show what is happening, and as a result, our ability to spend money on advertising will actually lead to higher profits and money that is actually being spent for the betterment of our company, not the pocketbook of the despicable advertising companies online.
In the end, this type of study is only going to produce results if people actually take this seriously, deciding to refine the way that their advertising is provided to consumers so that purported fraud does not continue. Hopefully, the practices that the perpetrators must adopt will inevitably lead to a fair and gainful way of providing advertising to clients who are expecting to get top results without being part of fraudulent schemes that are apparently running rampant today.
So, what exactly is bot fraud? Basically, bot fraud is when people use websites that promote advertiser's products and then push fake traffic towards those sites and offers in order to get a payout. It is fraud because the traffic is not real - but bots or computer generated. This is a severe problem in the digital marketing sphere and many marketers have estimated that between 25-30% of a marketing budget is lost due to bot fraud.
A study done by the ANA using a company called White Ops has blown the lid off of 30 companies that are apparently participating in advertising fraud. The group published their findings, and not surprisingly, some of the most recognizable brands known worldwide were at the heart of this controversy. It just goes to show that regardless of what you believe about the integrity of certain companies, there is always going to be that possibility that you will end up losing money, having it taken from you, by those that you trust in the online advertising industry.
So what can you do now that you know about this report? Is there anything that can be done to hold these people accountable? Odds are, the increasing amounts of digital advertising will continue to grow. People will always advertise online, and hope that they will get the best possible deals. Unfortunately, as the study has shown, thus not always going to be the case.
These individuals will continue to plague the online marketing industry until something is actually done to force them into accountability. Hopefully more of these studies will be done that will clearly show what is happening, and as a result, our ability to spend money on advertising will actually lead to higher profits and money that is actually being spent for the betterment of our company, not the pocketbook of the despicable advertising companies online.
In the end, this type of study is only going to produce results if people actually take this seriously, deciding to refine the way that their advertising is provided to consumers so that purported fraud does not continue. Hopefully, the practices that the perpetrators must adopt will inevitably lead to a fair and gainful way of providing advertising to clients who are expecting to get top results without being part of fraudulent schemes that are apparently running rampant today.
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