Video Ad Fraud Plummets, Ad Tech 'Vigilance' Cited


Ad fraud -- or “filtered bot traffic” -- has declined 31% in the digital video advertising marketplace over the past year, according to just-released findings from Extreme Reach’s annual “Video Advertising Benchmark Report.”

The share of ad fraud fell to 6.2% of all video ad inventory sold during …

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5 comments about "Video Ad Fraud Plummets, Ad Tech 'Vigilance' Cited".
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  1. Jack Wakshlag from Media Strategy, Research & Analytics, March 15, 2018 at 12:27 p.m.

    Not sure wht filtered bot traffic is or what percent of fraud it accounts for so I find such claims no more than wishful thinking. 

  2. Ed Papazian from Media Dynamics Inc, March 15, 2018 at 12:53 p.m.

    Good question, Jack. In addition are we to assume that the "sample" base of activity studied represents a crossection of all online ad traffic or is it just a small part and not necessarily a representative part of the whole?

  3. Joe Mandese from MediaPost Inc., March 15, 2018 at 6:56 p.m.

    @Jack and Ed: This is not sample based research with a UE. It is an analysis of user behavior. Here is how Exteme Reach explains “filtered bot traffic.”

    It refers to General Invalid Traffic (GIVT). GIVT Impressions are "video impressions that are considered invalid based on General Invalid Traffic requirements and have been filtered out of Net reports, which include bots/spiders, invalid browsers, and high frequency pattern analysis."

    As for the percentages, they can be found in the benchmarks: 5.92% in Q4 2017.

  4. Joe Mandese from MediaPost Inc., March 15, 2018 at 6:58 p.m.

    Sorry, here's the link for there benchmarks:

    http://marketing.extremereach.com/2017-q4-benchmarks/givt

  5. Joe Mandese from MediaPost Inc., March 15, 2018 at 7:01 p.m.

    Also, here's a link to the MRC's definition of General Invalid Traffic, courtesy of Pixalate:

    https://www.google.com/amp/blog.pixalate.com/mrc-definitions-sivt-givt-invalid-traffic-detection-filtration%3fhs_amp=true#ampshare=http://blog.pixalate.com/mrc-definitions-sivt-givt-invalid-traffic-detection-filtration

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