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.
- Brands: How to better use reviews for your business
- How to keep customers loyal through the holidays
- 50% of Millennials will do most of their holiday shopping on Black Friday, Cyber Monday
- Consumers expect shopping experience to be revolutionized by wearable tech
- Highest online parcel volume recorded in October 2015
- How to convince wary app users to share location data
- How to protect against fake reviews
- 3 IT trends to watch in 2016
Featured White Papers
- Statistics for Online Experiments: How to Think and Act Like a Statistician
Statistics are the underpinning of how Optimizely's customers use data to make decisions. To run great experiments, investing in an...
- Lean Content Marketing
Content is king. If you're a modern marketer, you know why--it is the fuel for your lead generation and nurturing...