The importance of fraud verification: What publishers need to know

What's New in Publishing 29 Jun 2020 06:30

In 2017, Uber filed a lawsuit against Fetch Media for allegedly buying fake clicks and taking credit for app installs it didn’t deserve. Fast forward to 2019 and Uber moved up a gear by going after the ad networks used by Fetch to place Uber’s media budget over the same time frame. It was, and still is, a landmark case, and one of the very first examples of a high-profile brand suing its media and ad tech partners over ad fraud.

Uber is not alone. Far from it. Juniper Research forecasts that digital ad spend will hit $520 billion by 2023, but last year alone the fraudulent component of that spend totaled $42 billion. However, managing fraud verification and detection products isn’t easy. Most companies in the media industry simply don’t have the resources to deal with it. But there are steps companies can take – whatever their size – that can minimize their risks.

Below is an overview of how fraud verification companies work and what the real role of accreditation organizations is. My aim is to highlight the current state of the online ad industry, why publishers suffer the most, and what tools and approaches are available to minimize the risks to publishers.

Accreditation Companies Are Not The Solution, They Are The Problem.

Yehonatan Reut
Fraud Detection & Digital Marketing Consultant

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Fetch MediaJuniper ResearchUberGoogleMedia Rating Council
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