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

When it comes to combating ad fraud, one must understand that the focus on impressions alone will not work. It is imperative to adopt full-funnel protection, focusing on detecting ad fraud and preventing it within the entire customer journey from the first impression to post-click interactions. Here’s why-

Impression Validation is not enough.

Full funnel protection is a must as impression validation is not enough. It’s not a foolproof indicator of ad fraud. Here’s why:

Bot-generated views and impressions: Bots can be programmed to simulate human behavior, including scrolling and pausing on pages, to ensure ads are “viewed.” These bots can inflate viewability rates without generating any real user engagement.
Low-Quality Traffic: Even if a human views an ad, the traffic may come from low-quality sources like click farms or websites with minimal user engagement. These impressions may not lead to conversions or meaningful interactions.
Click-Through Rates (CTR): While viewability indicates if an ad was seen, CTR measures if it was clicked on and engaged with. A high viewability rate and a low CTR can be a red flag for low-quality traffic or ad fraud.
Low conversion rates: Ultimately, advertising aims to drive conversions, such as sales or sign-ups. A high viewability rate without corresponding conversion increases is always suspicious

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