Ad Fraud Prevention: Beyond viewability and impression validation with Full Funnel Protection

Impression Fraud analysis is better at the post-bid stage than pre-bid, measuring performance beyond viewability metrics. In pre-bid analysis, i.e. before the ad is served, fraud can be identified based on only two parameters, IP and User Agents. Also, the time for analysis is limited to 10 milliseconds. This results in a meager 2% fraud identification.

This is where a post-bid analysis trumps a pre-bid impression validation. Now that we have several more parameters fraud detection is done on deterministic and heuristic measures as well. This results in the detection of higher invalid impressions of 15-20%. This results in improved ROI on Ad spending. Post-bid analysis is a more beneficial method for detecting ad fraud.

As viewability is not a measure to detect fraud, most of our competition focuses on advertisers spending an average of 15% of their programmatic budget on MFA sites, but some may spend as much as 42%. While 35% of programmatic spending is wasted on low-value environments like MFA sites. By focusing on robust ad fraud detection advertisers can combat the various forms of fraud that undermine their campaigns across digital advertising platforms. Prioritizing impression validation is essential for maximizing return on investment and maintaining trust in the advertising ecosystem.

To read more visit: Ad Fraud Prevention Beyond viewability and impression validation with Full Funnel Protection