Hoffman, author of the “Ad
Contrarian” blog and writer of several books including
"BadMen: How Advertising Went From A Minor Annoyance To A Major
Menace," "Marketers Are From Mars, Consumers Are From New
Jersey," and "101 Contrarian Ideas About Advertising"
Fraud Is Off The Charts
one of the most imprudent announcements in years, the ANA
(Association of National Advertisers) congratulated itself a while
back on having achieved a 10% reduction in ad fraud in 2017.
fraud decline is particularly impressive recognizing that this
is occurring when digital advertising spending is expected to
increase by 10 percent or more."
to their calculations, global ad fraud dropped from $7.2 billion
in 2016 to $6.5 billion in 2017.
ANA announced this despite unmistakable indications that ad fraud
is growing ferociously and is completely out of control. Every
reputable independent ad fraud expert I know peed their pants
laughing at this bullshit. Now there's some serious data
indicating how ludicrously delusional the ANA and the marketing
new report released by Adobe last week indicated that actual
losses to ad fraud may be 10 times the ANA's number. The Adobe
study, reported in The Wall
Street Journal, claims that...
28% of website traffic showed strong “non-human signals,”
leading the company to believe that the traffic came from bots
or click farms."
Adobe's 28% number and projecting this out over $237 billion in
estimated online ad spending this year (WARNING: COPYWRITER MATH
COMING UP) I
calculate that online ad fraud may reach $66 billion in 2018.
This is astonishing, even to an old hysteric like me.
it may even be higher. The Adobe calculation is based on the
signals that Adobe can detect. Since the fraudsters are always one
step ahead, it is reasonable to assume that there is some
undetected fraud. Praneet Sharma CTO of Method Media Intelligence
says, "Avoiding detection will be the major obstacle that
fraudsters will present."
to another ad fraud expert, Dr. Augustine Fou, "No matter what you
are hearing or reading about digital ad fraud, I can assure you
it's actually worse than you think."
know, ten billion here, ten billion there...it starts to add up.