Intent Data Reveals Brands, Agencies Aligned On Ad Fraud

Brands and agencies don’t always agree, but this week they appear to be on the same page about “ad fraud," the No. 1 trending topic among both groups, as measured by Bombora Company Surge.

Last year broke records for ad spending, surpassing pre-pandemic levels. Alongside that growth, the value of ad spending lost to ad fraud continues to climb year-on-year.

Companies often rely on detection software and data analytics to help combat ad fraud. With the rise of ecommerce spurred by the pandemic, it’s no surprise that ad fraud is top of mind for most advertisers.

When a significant portion of companies’ total ad spending fails to generate brand exposure, leads and sales -- without any ROI -- combatting ad fraud may be a worthwhile investment. 

Reporting on your investments (“marketing reporting”) and delivering on a long-standing promise to prove ROI is also high on the list of priorities for brands and marketers, as intent data show.



Taking a customer-centric approach also means creating the right customer measures based on what will make a difference, not just what can be measured. Track things like performance, experience, satisfaction, WOM (word-of-mouth), churn, etc. which can be measured and meaningfully connected to business outcomes.

1 comment about "Intent Data Reveals Brands, Agencies Aligned On Ad Fraud".
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  1. Craig Mcdaniel from Sweepstakes Today LLC, March 13, 2022 at 7:33 p.m.

    What is bothersome to me about ad fraud is agencies place so much significant on the banner and how the ad looks, they totally overlook the distribution method.  Meaning, in over 18 years and over 90,000 ad campaigns that include sweepstakes or contests never once has there have been a sucessful fraud attack. What makes us different is we hand place our client's ads. The online advertising industry is lead to  believe that the only method is programmatic. This is the problem. The second issue is the advertisers don't trust publishers enough to hand place their ads. Publishers understands the security issues and is will to work with advertisers. However the agencies don't want to spend the money in the best interest of their clients.

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