Global Marketing Management Update

8 July 2020

Welcome to the July edition of TrinityP3’s e-news

Depending on who you talk with the Ad Fraud problem is either completely solved or is running rampant under our very noses and contributing to the second largest criminal windfall after narcotics. But the fact is if you are not looking out for it you will never find it. Yet it is estimated that it is robbing advertisers of billions of dollars in media spend every year globally.

But anything that is stealing from the performance of marketing budget is worth closer attention. Many major advertisers spend a small fortune undertaking regular media buying audits or benchmarking, but why not invest that same money into identifying where the media money is actually going and making sure every cent is actually being paid to a legitimate publisher to have the advertising shown to a real person and not just a bot? Makes sense really.

Digital Ad Fraud 101 for Marketers and Agencies

A recent study from TribeOS confirmed that 77% of marketers have heard of ad fraud. But did you know that only 1 in 10 have a working knowledge of what ad fraud is and how it works? And the majority of marketers still don’t think ad fraud affects them and that it’s “someone else’s problem.”

Well, it’s not someone else’s problem. The biggest loser is the marketer. Any marketer spending any ad budget in digital is affected by ad fraud. Ads are not being shown to humans. Also, less than 40 cents of every dollar spent by marketers goes towards showing the ad — i.e. “working media” — because 60 – 70 cents of the dollar goes into the pockets of the ad tech companies, agencies, and other digital middlemen who are maximising their own revenues. Read more about this here .

Ready to check your media transparency, value and performance?

When was the last time you really checked your media investment? Not a pricing audit. But a forensic examination of all aspects of the media supply chain? Isn’t it time?

Check here

Discussing the Growing Problem of Ad Fraud

Dr. Augustine Fou is an Ad Fraud Investigator, Marketing Sciences Consulting Group. Darren Woolley met with him in NYC to record this Managing Marketing podcast. He discussed ad fraud, sharing the scope and the drivers of the problem for the advertising industry and sharing the issues that encourage the growth of ad fraud. He discusses the essential role marketers play in addressing the ad fraud problem, along with the media agencies, ad tech companies and even private equity investors. He also offers practical solutions for reducing it. Read play the podcast here .

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Digital Ad Fraud is Not a Tech Problem, It’s an Incentives Problem

Ad fraud is solved. Or so claims a trade body that tweeted it has “a monumental breakthrough on a method that can cut online fraud by more than 83%” (2017) and they can “reduce fraud by more than 94%” (2019). Another trade body thinks that fraud in mobile is “virtually non-existent”. So everyone should take a chill pill and just keep buying digital ads – as much as possible.

Except that ad fraud isn’t solved. On the contrary, it is at its highest level ever, both in absolute dollars and in rate – percent of impressions that are fraudulent. Don’t take my word for it; look at your own data and analytics for things that simply don’t make sense. Read more about this here .

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