![]() So blocking based on IP address isn’t always the most effective way to stop ad fraud – especially not organized ad fraud campaigns.Īnd although many ad fraud campaigns run by creating faked bid requests, a large number of fake traffic still comes from fraudulent impressions, click spam, clickjacking and other bot related fakery. However, changing your IP address is child’s play to most developers.īy using VPNs, user agent switching extensions, and even simply using a mobile device in airplane mode, the IP address of a device is changed. If an IP address is flagged up as suspicious, it is added to your Google Ads exclusion list, and that location will no longer see your ads. The methods used to identify fraud traffic are one big reason.Īlthough Google doesn’t release details about how they track, block and monitor fraudulent traffic, it does seem that they mostly focus on the IP address. So why such a huge discrepancy between Google data and our analysis at ClickCease? However, for some campaigns, this can run up as high as over 60%.Īverage click fraud rates according to ClickCease data from 2020 And these are fraud clicks picked up after Google (and also Facebook/Bing Ads) have run their anti-fraud filters. Google’s stats show that between 1% to 8% of clicks on Google Ad campaigns are from invalid traffic (otherwise known as click fraud or ad fraud).Īnd yes, they do filter out bad clicks from obvious bots and web scrapers, repetitive clicks and other forms of junk web traffic.Īt ClickCease, we see on average 14% of clicks on paid ads as coming from non-genuine sources. If you asked Google or Facebook about how much ad fraud impacts their sites, their figures often look more manageable. ![]() If the industry knows there is a big problem with ad fraud, why can’t they agree on how much it’s costing advertisers?Īnd, perhaps more importantly, why can’t they fix it? Measuring ad fraud ![]() ![]() ( you can read an archived version of that report here) It’s worth pointing out that the ANA did retract their report after it became clear that their figures were wrong. Or more likely, as Dr Fou points out, that the report contradicted the ANA’s own stance that ad fraud was under control… And, considering that both digital ad spend and ad fraud are growing year on year, assuming that the cost of ad fraud is likely to hit $60 billion or more by the end of 2022 is not a wild shot in the dark. Research from ClickCease shows that the industry lost around $42 billion in 2021. ![]() In fact, ad fraud expert Augustine Fou pointed out that this figure was reached by ANA using the wrong chart (one covering all forms of fraud, not just ad fraud), and that $120 billion would represent 63% of the total ad spend within the US. However, this figure isn’t one that is widely agreed on – with estimates ranging from $20 billion to $68 billion, depending on who you ask. In fact, if ad fraud was a nation, this would put it somewhere between Angola and Kuwait for GDP. This huge figure exceeds the average GDP figures for most of the countries on the planet. This report stated that by their estimates, ad fraud is going to cost the digital marketing industry $120 billion by the end of 2022. In early June 2022 the American Association of National Advertisers (ANA) released a report about the problem of ad fraud. ![]()
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