News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Study: Fraudulent impressions top $3 billion mark
A new study out from MdotLabs puts a dollar value on fraudulent traffic and fake ad impressions - and it's in the billions. Not only that but some of the biggest brands in the US are falling victim to what researchers call Pay-Per-View (PPV) fraud.
"Fake display-ad impressions are estimated to account for about 30% of overall online traffic," says Timur Yarnall, CEO and co-founder of MdotLabs. "That puts display fraud waste at $3.6 to $4.5 billion annually in the US alone. That doesn't include video, mobile, or the rest of the world. We believe the estimate would easily top $10 billion on a global basis."
Pay-Per-View networks have cropped up all over the Internet, touting their ability to push brand messages to consumers, but according to MdotLabs' "Impression Fraud in On-line Advertising via Pay-Per-View Networks" report many of these PPV ads are never seen by consumers' eyes. Instead malware and bots are pushing many 'impressions', which cheats the advertisers paying for those same impressions.
"We conservatively estimate the number of invalid impressions that are generated from these PPV networks alone to be on the order of 15 billion per month. Assuming the modest quality level for sites that are part of PPV networks, we estimate the cost to advertisers for this fraudulent traffic to be on the order of $180 million annually," said Mdotlabs Chief Scientist and co-founder, Dr. Paul Barford.
MdotLabs researchers posed as online publishers and signed up for several services to study how the services worked.
- Study highlights consumer behavior in tablet purchase journey
- Britain leads Europe's online shopping boom
- YouGov: Mobile commerce confidence grows among consumers
- Study finds the moments ads will most likely garner attention
- Report: SMB owners optimistic about 2014 holidays
- Brands: Why you need to connect social and cross-platform marketing objectives
- 35% of U.S. online shoppers won't browse or buy from Alibaba
- Top 3 tips to create a multi-channel strategy that works
Featured White Papers
- 5 Ways to Ensure your Social Brand Gets Noticed
In the world of social sponsorships today the key to success is not just awareness but recognition. The path to...
- How Marketers Can Earn Respect at the Revenue Table
Your CEO might not care how many emails you sent last week, but they do care about revenue. To earn...
- How to Create a More Social Business
Download this whitepaper to learn about the current state of social media adoption and see where the most innovative companies...
- The Definitive Guide to Duplicate Listings
In the Local SEO biz, we spend a lot of time dealing with duplicate business listings. Duplicate records of your...