Commentary
Location-Based Ad Fraud: Probably Worse Than You Think
- by Karlene Lukovitz @KLmarketdaily, August 27, 2019
Juniper Research has estimated that total online, mobile and in-app ad fraud losses will reach $42 billion globally this year.
But almost by definition, video and other location-based advertising should be targeted to a degree that minimizes fraud and waste, right?
Well, that’s the theory. And there’s no denying that …
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Karlene Lukovitz is editor of MediaPost's "Digital News Daily" and writes the weekly "Video Insider" and "Advanced TV Insider" columns. You can reach her at karlene@mediapost.com.
Karlene -- The BIA/Kelsey chart says $38.7 billion by 2022 — up from an estimated $26.5 billion this year.
Karlene, about 2 years ago, I started writing to Media Post writers and authors about this problem. I have been a publisher for nearly 16 years, posted over 76,000 sweepstakes articles and secured over 2 billion entries. Our sweepstakes articles have never been hacked, scammed or a victim of fraud. Common sense would say I am doing something right. However the ad market is not interested in a very simple answer to the problem for much of the problem. Go back to the trading desk and place banner ads by hand or by URL text link ads.
This was the way business was done but the almighty dollar found a home in programmatic ad distribution. Programmatic have made some companies much money. However, now, the market refuses to say there was a mistake. Having human involvement is better and always will be verses a computer program when it comes to security.