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Integral Ad Science Says Digital Ad Fraud Is Falling, Ad Viewability Is Rising

  • AdAge, Tuesday, May 10, 2016 8:20 AM
Ad Age reports that a report by analytics firm Integral Ad Science found a 20.9% decrease in both overall and programmatic ad fraud last quarter compared to the fourth quarter of 2015. "That's in contrast with predictions for a worsening problem with ad fraud, in which bad actors charge marketers for ads intentionally served out of sight or to software routines only simulating real people. The Association of National Advertisers, for example, said in January that fake traffic would cost marketers $7.2 billion globally this year, after earlier predicting $6.3 billion in ad fraud for 2015. Integral Ad Science also found that viewability of programmatic display ads rose by 20.7% last quarter vs. the prior quarter, meanwhile, with slightly more than half meeting the Media Rating Council definition of viewability. And video viewability rose even more sharply, by more than a third, albeit to only 40.4%."

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